The Ask
As the world’s #1 professional skincare brand, Dermalogica has 8+ product launches throughout the year and an existing line of core products that require continuous awareness generation with key stakeholders. As Dermalogica’s AOR, P&C is tasked with implementing a media and influencer strategy that helps the brand stand out amongst its competitors while generating coverage on an always on basis.
The Approach
Over the past four years, we’ve developed a successful always on strategy for Dermalogica that allows us to use key moments throughout the year to insert products and stories that keep Dermlaogica top of mind. Whether it’s a thought leadership piece with their Director of Education, Lindsay Barras or a winter skincare roundup, Dermalogica is consistently in the news around every key seasonal moment. In addition to our always-on strategy that focuses on our core and existing products, we also develop creative campaigns and activations around each of their 8+ new launches throughout year. From a surfing class to showcase the stability of their newest Vitamin C product, to a press trip in LA focused on their tagline of “making peace with exfoliation” for their new Daily Milkfoliant launch, we always take a creative approach to bringing their new innovations to life. Lastly, we strategically integrate paid influencer programming around each new launch to ensure our key messages are communicated by thought leaders and influential people across Canada.
The Impact
Over the past four years, we’ve consistently delivered amazing results, even with a shrinking Canadian media landscape. Year over year, we average over 400 million impressions across traditional media and social media.
The Pomp
As the world’s #1 professional skincare brand, Dermalogica has 8+ product launches throughout the year and an existing line of core products that require continuous awareness generation with key stakeholders. As Dermalogica’s AOR, P&C is tasked with implementing a media and influencer strategy that helps the brand stand out amongst its competitors while generating coverage on an always on basis.
