Background
Dermalogica aimed to position their Gen Z brand, Clear Start, as the leader in acne education for Gen Z, especially when it comes to popping pimples safely. The challenge was to communicate a lot of dense acne science into bitesize, easily-understood chunks suitable for a TikTok audience.
What I Did
I crafted a multi-channel content strategy and creative concept to live on TikTok and Clear Start's website. The concept starred @averagefashionblogger (Courtney Parchman) as a modern-day crazed Bill Nye who teaches about pimples and how to pop them properly. I served as creative director and content strategist, and wrote all campaign copy for social, email, and ads.
Client
Clear Start by Dermalogica
Type of Client
Beauty, Skincare
Project Type
Campaign
My Role
Creative Director, Content Strategist, Copywriter
"Pop it Properly" for Clear Start by Dermalogica
the series
To build excitement and prime Courtney's audience for the skincare series, we had her post an organic-looking TikTok in her usual chaotic comedy style. It went live the day before the series launched, and also went viral.
pre-launch teaser
Since the content was so science-dense, we went with a fully scripted 5-episode series. Courtney Parchman (@averagefashionblogger) plays a modern day chaotic Bill Nye, educating audiences about acne and popping pimples through fun science experiments.
We used video teasers on TikTok and Instagram to push viewers to a custom landing page where the full episodes lived with additional acne education content. We also used the campaign to drive retail traffic at Ulta stores with a meet and greet contest with Courtney and exclusive in-store acne extraction treatment.
Shauna Williams, Creative Director & Strategist
Aaron Grimes, Director & Writer
Abby Pendergrast, Art Director/Props
Kyra Joseph, Wardrobe Stylist
Sazan Pasori, Animations
Aaron Jacobi, Photographer
Nick Mazza, Music
