DERMATOUCH

Building a Digital Identity From the Ground Up

RUNDOWN

Role: Creative Marketing Manager • Brand Strategist

Focus: Brand Strategy • Social Media • Content Marketing • Product Marketing • Creative Direction

Channels: Instagram • E-Commerce • Advertising • Social Media • Video

Key Work: Social media strategy • Content calendars • Product storytelling • Sub-line organization • Instagram strategy • Under-15-second ad videos • Creative concepts • Caption writing • Product education • AI-generated product imagery • Video production

Result: Built a cohesive digital marketing strategy for a largely unknown skincare brand, organizing its products into clear skincare-focused collections and creating a consistent visual and messaging system across its social and digital presence.

When I started working with Dermatouch, the brand had great products but needed a much stronger digital presence. My role quickly became much bigger than managing social media. I was brought in as Head of Branding & Social Media Manager, and I worked across the brand's identity, messaging, content strategy, social media, campaign development, and e-commerce content. Dermatouch was part of a Los Angeles wholesale company whose primary brand was Spa de Soleil, and the company had never really invested in building Dermatouch as a consumer-facing brand.

There was no social media, no real content strategy, and no clear way of communicating how all of these products fit together.I wanted Dermatouch to feel like a real skincare brand with a recognizable point of view, rather than simply a collection of products being sold online. There was another problem, too. The name Dermatouch was already being used by a much larger brand in India, which meant that simply putting the word Dermatouch out into the world wasn't going to make this brand particularly easy to find or recognize. If we were going to build an audience for it, we needed to give people a reason to remember it.

BUILDING THE BRAND

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Before creating content, I needed to understand what Dermatouch should look and sound like. I helped define the brand's voice, messaging, visual direction, and overall aesthetic, then translated those decisions into a cohesive digital identity. That work became a complete brand book that gave Dermatouch a foundation for communicating consistently across platforms. The goal wasn't to make every post look identical.

One of the first things I needed to figure out was how to organize the products into something that actually made sense to a consumer. Dermatouch had multiple skincare lines, including retinol and vitamin C, but the lines didn't have strong names or identities of their own. There wasn't a clear system telling customers that these products belonged together or helping them understand which collection might be relevant to their particular skincare needs.

So I created that structure through the content itself.

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THE BRAND BOOK

The complete brand book became an important part of the work because Dermatouch needed something that could extend beyond my own involvement. The brand book created a reference point for the visual identity, messaging, and overall direction, giving the company a clearer framework for future marketing.

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MAKING SOCIAL MEDIA THE STOREFRONT

Without a proper website to serve as the brand's primary digital destination, social media had to do much more than generate likes. It needed to educate. build credibility, and communicate the products. And most importantly, it needed to give someone discovering Dermatouch for the first time enough information and confidence to keep exploring. I developed the content strategy around those goals, creating a mix of educational, promotional, product-focused, and brand-building content.

REELS

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I wanted Dermatouch's content to have more depth than product photos, ingredient lists, and promotional messaging. I developed content around skincare education, product benefits, common skin concerns, and the reasons someone might actually want to incorporate a particular product into their routine. I also paid close attention to the visual side of the content, developing concepts that could stop someone while scrolling and then using the copy to give them a reason to keep reading.

The result was a social presence that felt much more cohesive. The visuals, messaging, and educational content were all working together rather than functioning as separate pieces.

PRODUCT PHOTOGRAPHY

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TAKING ADS & AMAZON CONTENT OFF THE PAGE

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I also wanted Dermatouch to have more dynamic creative than the typical skincare product post, so I developed a series of short-form advertising videos. I created multiple videos, each under 15 seconds, for many of the hero products across the different product lines. I developed the concepts and messaging and hired a small production crew to bring the ideas to life. The videos were designed to function as quick, attention-grabbing ads that could communicate a product benefit or introduce a product without requiring someone to sit through a traditional commercial.

I wasn't waiting for someone to hand me a list of assets they needed. I was looking at the brand, identifying where the content was lacking, and figuring out what we could create to make the products more interesting and marketable.

More Than a Social Media Manager

Stories

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Although social media was a major part of my role, I was really helping build the consumer-facing side of Dermatouch from the ground up. I developed the brand structure, created the content strategy, established the social presence, developed the visual and verbal direction, created educational and promotional content, developed advertising concepts, and brought in outside production resources when the brand needed original video.

What made Dermatouch especially interesting was that there was already a good product story there. The challenge was getting anyone to notice it.

My job was to take a collection of effective, accessible skincare products that didn't yet have much of an identity and start giving them one.

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