A Hero Product Redefined

Dermalogica Daily Microfoliant Campaign:

To relaunch our #1 best-selling exfoliant, I crafted a campaign strategy positioning Daily Microfoliant as a full-body, daily essential. Anchored by the message “Smooth it out,” the yearlong, chaptered campaign leveraged trending consumer behaviors, clinical results, and community-driven storytelling to highlight the product’s versatility and transformative power.

Vision

The creative strategy emphasized transformation and versatility, demonstrating how the product smooths, brightens, and evens skin tone on both face and body. This approach aligned with the growing consumer focus on skin texture and routine-based self-care.
Partnerships

Partnered with Sara and Erin Foster to infuse the campaign with humor and relatability. Their approachable tone, combined with expert-driven messaging, reinforced Dermalogica’s position as the professional-grade skincare standard.
Execution

Rolled out a yearlong, chaptered campaign across digital, social, retail, and experiential platforms. The visual narrative, featuring clean textures, intimate product moments, and abstract elements, reimagined exfoliation as a modern ritual grounded in tangible results.

Barely Famous, Always Smooth

In the Smooth It Out CTV spots, Erin and Sara Foster bring the Barely Famous, Always Smooth concept to life with their signature humor and self-deprecating charm. Leaning into their “famous but not that famous” persona, the video highlights how Daily Microfoliant delivers real results—no hype, filters, or over-the-top claims needed. The concept mirrors Dermalogica’s positioning as the professional-grade skincare brand that prioritizes substance over flash.