A Hero Product Redefined

Dermalogica Daily Microfoliant Campaign:

To relaunch our #1 best-selling exfoliant, I developed a campaign strategy that redefined Daily Microfoliant as a full-body, daily essential. Centered around the message “Smooth it out,” the campaign tapped into trending consumer behavior, clinical results, and community-driven storytelling. Through a yearlong, chaptered approach—face, body, talent, and UGC—we highlighted the product’s versatility and transformative power. Clean, textural visuals and a modern tone positioned exfoliation as an elevated ritual, reinforcing the brand’s leadership in professional-grade skincare.

Vision

Smooth It Out became the central theme, reframing Daily Microfoliant as a full-body, daily essential. The creative strategy spotlighted transformation and versatility—showcasing how the product smooths, brightens, and calms skin across face and body—while aligning with rising consumer interest in skin texture and routine-based self-care.
Partnerships

Collaborated with talent like Sara and Erin Foster to bring humor, relatability, and reach to the campaign. Their approachable tone paired with expert-driven messaging helped reinforce Dermalogica’s role as the professional-grade standard, while UGC and community content brought real skin stories to life.
Execution

Executed a chaptered, yearlong campaign across digital, social, retail, and experiential platforms—each focused on a specific use case: face, body, talent, or community. Visually led by clean textures, intimate product moments, and abstract elements, the campaign elevated exfoliation as a modern ritual rooted in real results.

Barely Famous, Always Smooth

In the Smooth It Out CTV spot, 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.