British skincare company was established in 2008, with a mission to develop innovative topical and dermatological products that contain a range of natural ingredients. Products from their new ‘Natural Care’ range have recently been launched in Boots, and this development was supported with TV advertising – taking Dermatonics’ marketing activity to the next level and positioning their products alongside household names.

Dermatonics case study - Natural Care Heel Balm

The Why

Dermatonics is passionate about developing products that actually work, and have greater efficiency and demonstrable product benefits, when compared to competitor offerings. The launch of the new Natural Care range in early 2019 was a catalyst for revisiting many aspects of the company’s marketing, in order to compete alongside more well-known names both instore and online. As a longstanding supplier for Dermatonics, we were delighted to take on the challenge of helping them to present a refreshed identity to the market, as well as branding and marketing the new product range.

The What

We started by designing a bright and feminine brand identity for the Dermatonics Natural Care range, which was heavily focused on the natural ingredients that each one contained – including New Zealand Manuka Honey, Finnish Colloidal Oatmeal, chestnut, arnica and peppermint. The brief was to make these products stand out from the very ‘clean and clinical’ competition, and so we created a fresh new green and gold design, moving away from the more muted tones of previous product ranges.

Dermatonics case study - Ultra-Cool Foot Gel
Dermatonics case study - Hard Skin Removing Balm

This new identity was first used on the product packaging, where we developed a set of 3D design visuals to help Dermatonics see exactly how their products would look on display in store, when compared with the competition. As part of the packaging branding project, we also managed a consumer survey for Dermatonics, targeting a carefully-selected audience to ask questions about one of the key products, its proposed name and packaging design. Once complete, we then analysed the results and reported these back to Dermatonics, to help inform their product naming and packaging design decisions.

Dermatonics case study - honey bee
Dermatonics case study - home page website

Once the design was finalised, we were then responsible for the final pack production, liaising with various manufacturers to produce litho printed cartons and flexographic printed tubes for the full range – ready to launch to market.

Our next project was to redesign and relaunch the Dermatonics website, in time for the Boots launch – bringing the look and feel into line with the ‘green and gold’ branding of the flagship product range, and creating a more professional and consumer-focused eCommerce site. We also made recommendations on navigation and structure, to ensure a smooth user journey and so increase online sales. Finally, we carried out all of the product photography and the technical build, working closely with Dermatonics at every stage.


Dermatonics case study - Instagram marketing
Dermatonics case study - Mobile view of advert

As part of this project we were also asked to review Dermatonics marketing messages across the site, and to write new copy as required – to ensure that the uniqueness of the company story was clear, and that all of their products were described accurately and consistently. The new brand and messaging has now been rolled out across multiple marketing assets including brochures, leaflets, press adverts, posters, exhibition stands – as well as alternative language packaging to support the Middle Eastern market.

Once the web development project was complete, we were asked to support Dermatonics in the creation of a TV advertisement – working closely with London agency SpaceCity to provide creative input into the concept and execution. At the same time, we took over the management of Dermatonics’ social media presence, including relaunching their Facebook page and running competition activity – which increased their following by 230% within just weeks. We are also supporting the company’s digital marketing activity, including all creative aspects – from advert and landing page design, to copywriting and more.

Dermatonics case study - Facebook and Twitter marketing posts