Experiential, Media, Motion, OOH
Dermalogica London OOH & Experiential Campaign
The Brief
In a skincare category crowded with claims, trends and new launches, Dermalogica has something few brands can replicate, decades of professional expertise. The challenge was to turn that authority into relevance for a new generation of consumers, positioning Daily Microfoliant not simply as another exfoliator, but as the professional choice for skin exposed to the realities of everyday city life.
Dermalogica tasked One Agency Media with building awareness and consideration among London’s female professionals and commuters, reaching them within the environments they move through every day. The brief called for a campaign that could achieve genuine scale across the capital while reinforcing the professional skincare expertise, education and trust that sit at the heart of the Dermalogica brand.
At the centre of the challenge was a clear ambition. Make Daily Microfoliant the go-to skincare ritual for city skin. That meant reaching women aged 25–40 across London, driving product awareness and trial, and creating meaningful opportunities for consumers to engage with the expertise behind the product, rather than simply see another beauty campaign.
Process
We built an integrated campaign around a simple idea: meet Londoners where city life happens. Our OOH media planning and buying strategy put Daily Microfoliant at the heart of the capital, using high-impact placements across the London Underground, roadside environments and key commuter routes to reach Dermalogica’s audience throughout their everyday journeys. Across two campaign bursts, 676 sites were booked across London, including Underground D6s, bus T-Sides, Street Hubs and fully wrapped taxis, giving the campaign the scale and frequency needed to make Daily Microfoliant difficult to miss.
But awareness was only part of the challenge. Building on our experience delivering integrated beauty activations, we took the campaign from the streets of London into The Stables in Covent Garden for a two-day experiential marketing activation designed around education, discovery and trial. An influencer and VIP event brought together creators, media and Dermalogica experts before the space opened to consumers the following day. Rather than simply handing out product, every touchpoint was designed to reinforce the professional expertise behind the brand, from personalised skincare conversations and expert-led education to product demonstrations and sampling.
Our motion team extended the creative identity into the physical experience, developing bespoke 3D motion and modelling for digital content displayed across the activation entrances. The motion work transformed key arrival points into high-impact branded moments, creating a cohesive visual experience from the moment guests approached the space and carrying the Daily Microfoliant campaign identity seamlessly from media into the live environment.
To make the education genuinely engaging, we introduced gamification through Mix My Mic, an interactive challenge inspired by the preparation of Daily Microfoliant itself. Consumers were challenged to create the perfect product consistency, turning an important piece of product education into something tactile, memorable and shareable. Alongside influencer amplification and the wider OOH campaign, the experience allowed consumers to move from seeing the product across London to understanding it, trying it and engaging directly with the expertise behind it. Sessions regularly exceeded their planned duration, with dwell times reaching more than 30 minutes and the strongest engagement coming through the interactive and expert-led elements of the experience.
Results
The campaign delivered scale across London and meaningful engagement on the ground. Across 676 booked OOH sites, our media campaign generated almost 167 million impressions, overdelivering by 65% and creating more than £153,000 in additional media value. At Covent Garden, that reach translated into deeper brand engagement, with consumers spending longer than expected discovering the product, learning from Dermalogica’s skincare experts and interacting with the experience.