Dermalogica boycotts photo-shopped models in their new ad campaign and ops for a clear message – Professional Beauty chats to marketing manager, Julia Ramanadhan, about the creative process and letting the products speak for themselves.
What inspired this campaign?
This campaign is about introducing more consumers to Dermalogica and sharing with them what we stand for, who we are and more importantly – why we are who we are. While we are well known and respected by professional skin therapists this campaign is about driving further demand of our products and services via our loyal tribe of Dermalogica stockists.
What was the creative process?
Our global marketing team worked closely with LA based agency, Omelet, to develop a series of creative concepts in line with our brand objectives. From here it was really about adapting these concepts for an Australian audience and choosing the right media to build both a broad and engaging communication strategy. Locally we worked with Sydney based ad agency, The Monkeys, to develop a media strategy which is predominantly across print and digital media.
Internally the marketing team here developed a number of great support tools for our Dermalogica stockists to get involved in the campaign. This is really the heart of our strategy and it’s been great to see so many Dermalogica skin therapists sharing the excitement of the campaign via social media and through their own in store activity.
Who are you speaking to through these ads?
We are talking to both consumers who already know and love us, as well as those who want to get to know us, whether they already receive skin treatments, or just want great products that deliver proven results. A core aspect of the campaign is about educating consumers about our professional credibility and the expert knowledge of Dermalogica professional skin therapists
What does Dermalogica hope to achieve from this?
We hope that more consumers seek to engage in our core concepts such as Face Mapping and microZone and choose to invest in Dermalogica because they connect with our skin health message. Our skin health philosophy is powerful and resonates with such a broad audience. It challenges perceptions that skin treatments are a luxury or indulgence and educates consumers about the importance of smart skin care with proven results. We hope that more consumers invest in skin health in the same way they invest in other clean living pursuits.
What’s been the response so far?
The number of Dermalogica stockists engaging in the campaign and embracing our skin health message has been overwhelming. We’ve had some great interest in the campaign from local media and celebrities too. Australia is the first market to roll out the campaign and I know our global marketing team is really behind us and excited to see everything come to life.
Any future plans or projects to follow the ad campaign?
The great thing about the advertising campaign is that it’s not a temporary message. For us it’s just sharing with more people our ongoing commitment to skin health. In terms of future plans we have some exciting new product launches for the remainder of the year and are committed to developing new programmes and initiatives that support both our business owners and professional skin therapists.
For more information visit www.dermalogica.com/au