Australian first responders the face of campaign for Dermalogica's new smart response serum

The new Smart Response Serum from Dermalogica was created to respond to the skin’s signals. It sees what we can’t and micromanages the skin’s changing needs. serum delivers a personalised response every time, for healthier looking skin over time. This advanced formula is targeted to recognise and address micro-changes in the skin before they are visible to the naked eye, addressing skin’s needs in real time.

How does it do this? The brand says that “oligosaccharides from hydrolyzed Beta Glucan respond to dehydration signals, helping skin to maintain optimal hydration levels. Hydrolyzed Wheat Flour, rich in arabinoxylo-oligosaccharides, activates as needed to brighten and help reduce the appearance of dark spots. Antioxidant-rich Japanese Cornelia Cherry helps to protect stressed skin against free radicals, helping to soothe and reduce the appearance of redness. Plant-based Mannose-6-Phosphate visibly smooths and provides a firming effect, responding to the first signs of visible skin aging to help improve the look of fine lines and wrinkles.” It responds to skin’s signals – intelligently addressing skin concerns and helping to prevent future damage. Best of all, it does all this before you even notice.

So how did the brand decide to create an advertising campaign around first responders to launch its Smart Response Serum? What was the inspiration?

Dermalogica Marketing Manager Emma Sykes says “The inspiration behind the First Responders Campaign stemmed from what we witnessed in 2020 and through the first half of 2021. Like the rest of the world we have been profoundly affected by the pandemic, however in Australia we were also faced with devastating bushfires and floods. What we witnessed was a societal change in Australia. We saw a renewed sense of appreciation and gratitude, a collective compassion and empathy within the Australian community.

The launch of our newest innovation Smart Response Serum coincides with National Thank a First Responder Day on June 9th  and we felt that like the Smart Response Serum, our First Responders respond to challenges under ever-changing circumstances, so this allowed us to appreciate the invaluable contribution they make to our lives.

Through this campaign Dermalogica Australia wants to recognise and say thank you to the more than 300,000 First Responders in Australia working on the front lines responding to the unprecedented events of 2020-2021 to keep us all safe.”

In keeping with the way things are moving in the world, the brand is planning on an online launch the week after the product launches, which dovetails with Thank a First Responder Day on Wednesday 9 June. Emma says “We are a digital first brand and so we will be rolling the campaign out across all digital platforms including social media from June 4th for a period of 4 weeks. We also have a range of window takeovers as well as digital screens in major centres.”

When asked whether they thought it was becoming more common to feature regular people in ads, Emma said that the brand had, in fact, featured civilian, non-celebrity Australians in its last three major campaigns. “Our brand is authentic and trusted by millions of Dermalogica users around the world and our purpose is centered in providing skill set education and opportunity to change people’s lives. In this campaign we speak to this through what each of the First Responder has learned over the past 18 months and it is real and authentic making it resonate with people… this is incredibly important in creating memorable, relatable content that speaks to our values.

[The first responders] have been really thrilled with what they have seen so far! They were all amazed and excited throughout the shoot led by the irrepressible, international photographer Cybele Malinowski and the Agender team.”

For more information on how to support first responders go to firstresponderday.com.au.  

Dermalogica Smart Response Serum, RRP $211 (30ml).

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