Dermalogica scores Global Media Coverage with Air Pollution Data

About Dermalogica

Dermalogica is a well-known American personal care company headquartered in California. The company has been providing professional-grade skincare since 1986 - which covers education and skincare products for consumers, in addition to services for skin therapists.

Dermalogica's Goals

Communicate the Connection between Air Pollution & Skin

Studies have found links between air pollution and atopic dermatitis, aswell as accelerated skin ageing and eczema. Dermalogica need to communicate the dangers of air pollution for skin in a straightforward & impactful way.

Successfully Launch New Anti-pollution Skincare Product

Dermalogica was preparing for the launch of their new Daily Superfoliant product, designed to help fight environmental triggers. The Head of Global Digital Marketing at the time, Jefferey Johnson, wanted to ensure the launch of this new product was a success.

Achieve Mass Awareness of Daily Superfoliant Skincare

To achieve a successful product launch, Dermalogica would require noteworthy press mentions, mass awareness and strong campaign engagement. The question is, how would they achieve this?

Communicate the Connection between Air Pollution & Skin

Successfully Launch New Anti-pollution Skincare Product

Achieve Mass Awareness of Daily Superfoliant Skincare

To achieve a successful product launch, Dermalogica would require noteworthy press mentions, mass awareness and strong campaign engagement. The question is, how would they achieve this?

The Solution

Deliver an Interactive Digital Skin Pollution Experience!

Dermalogica used BreezoMeter’s pollution data to launch a new online interactive experience at skinpollution.com. The skincare experts used this platform to offer live air quality readings to the public, specific to their exact location.

The skincare brand added their expert knowledge to the experience by advising would-be shoppers of the likely impact of pollution on their skin based on their location. In this way, Dermalogica fans received tailored product recommendations based on their environmental exposure.

Create an Anti Pollution Skincare App

Dermalogica also sought to engage users with useful air pollution and skin information while on the go, so decided to integrate air quality information into their Skin Pollution Index companion app. By using the app, users could learn about the pollution levels, choose the right skincare products for them and plan ahead with four-day forecasts and helpful information about looking after skin during vacations and trips.

Deliver an Air Pollution Downloadable Widget

Dermalogica’s developers created an air pollution widget, enabling both press and selling partners to embed the pollution information into their webpages, and appealing to several news outlets, including the popular online publication, Woman's Wear Daily (WWD).

Viral & Shareable Campaign Content

Dermalogica’s marketing team also used air pollution information to create viral and informative content for use in its anti-pollution product launch campaign. This included videos reaching 10,000 views, testimonials from skin therapists, sessions with beauty influencers such as Becca Tilley, and personalized air pollution data for anyone who provided their location.

The Results

How Did Dermalogica Benefit?

Top of the Google Charts

It’s always nice to be number one in the SERPs, especially in Google. With their Skin Pollution campaign and Daily Superfoliant, Dermalogica was able to get there in the USA. At the time of the campaign, Dermalogica ranked number one in searches for both “skin pollution” and “skin pollution app.”

Dermalogica Charms the Press

By leveraging BreezoMeter’s air pollution data as part of its groundbreaking new product launch, Dermalogica captured the media’s attention and the product was written about in detail by leading publications, including Byrdie, WWD, Elle Germany, Elle Australia, and Forbes.

Increased Traffic, Increased Sales

Due to their increased media attention and organic traffic, Dermalogica succeeded to drive significantly more visitors to their pollution data powered webpage. which also conveniently linked back to its branded website, where visitors could shop for skincare products.

"With the emerging link between air pollution and skin aging, we built a tool using geo-location and air quality to illustrate the risk of pollution-related skin aging along with facts and skin tips customized for the user"

Jeffery Johnson, Dermalogica's global digital marketing director.