‘Nothing Routine’ DermapenWorld Launches New Campaign via Cutwater

Skincare brand DermapenWorld, headquartered in Australia, and creative and media agency of record, Cutwater, have launched an all-new brand platform and global, integrated campaign.

According to the campaign, with microneedling treatments valued at over $540 million and overall aesthetic procedures experiencing a 14% increase, more and more audiences are following an investigative approach toward their particular skincare needs. This new generation has emerged: “skintellectuals”, those who are knowledgeable about the ingredients, benefits, and science of skincare products. They’re on the hunt for optimal, proven, and precise results – the informed, savvy consumers researching the latest and greatest for every stage of the process.

Under the brand platform, entitled “Nothing Routine”, the brand aims to reinforce its signature Synergy of Solutions, a holistic system that combines in-clinic treatments with at-home care.


The creative embraces stop motion-style videos and a  photography library to highlight the brand’s product portfolio.

“Quality and consistency get the results. Your routine has to be more than just a routine”, explains Cutwater Founder and CCO Chuck McBride.

“Once we settled there, we found a way to visually tell that story. Creating a new daily skincare regimen that can make a big difference, and there’s nothing routine about it.”


The pieces were shot by fashion, beauty, and movement photographer Sarah Silver of Ray Brown Productions in New York City.


Client: DermapenWorld
CEO: Stene Marshall
Cosmeceutical Director: Corri Matthews
Marketing Director: Christian Pattman
Growth Marketing Manager: Marianna Aureliano

Agency: Cutwater
Founder & Chief Creative Officer: Chuck McBride
Principal & President: Christian Hughes

Creative Director: Amy Su
Senior Art Director: Alexandra Ebright
Senior Copywriter: Taylor Smith

Executive Producer: Brooke Hopkins

Strategist: Uma Mantravadi
Social Media Marketing Manager: Ashley Feminella

Head of Media & Communications: Lizzy Ryan
Senior Media Supervisor: Holly McKinzie

Group Account Director: Courtney Griffin
Group Account Director: Matt Allen
Account Director: Grace Fiset

Project Manager: Ana Elejalde

Production / Photography: Ray Brown Productions
Photographer / Director: Sarah Silver

Still Life Photographer: Jeff Cate
GIF Editor: Becky Leung
Video Editor: Barney Miller (at Roam Editorial)
Executive Producer: Erica Tashiro Gosnell
Line Producer: Kerry Girvin
Production Manager: Jessica Thiel
1st AD: Dani Parker


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