DERMATOUCH
Building a Digital Identity From the Ground Up
When I started working with Dermatouch, the challenge wasn't simply creating more social media content. The brand needed an identity. Dermatouch was selling skincare products, but without a strong digital home, there wasn't a cohesive place for customers to understand who the brand was, what it stood for, or why they should trust it.
So I approached the project from the ground up.
As Head of Branding & Social Media Manager, I worked across branding, messaging, content creation, social strategy, campaign development, and video production to build a digital presence that could actually function as the brand's storefront.
BUILDING THE BRAND
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.
It was to make every piece of content feel like it belonged to the same brand.
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.
I wrote the captions, developed concepts, created social assets, and built content around product launches, promotions, and audience engagement.
CONTENT THAT ACTUALLY HAD SOMETHING TO SAY
Skincare content can very quickly become repetitive.
A product photo.
A list of ingredients.
A few generic claims.
Buy now.
I wanted Dermatouch's content to feel more intentional than that.
Every piece of content had a job.
Sometimes that job was explaining a product.
Sometimes it was helping someone understand a skincare concern.
Sometimes it was building trust in the brand.
And sometimes it was simply creating something visually compelling enough to make someone stop scrolling.
I developed the visual concepts, messaging, and written content together so that the creative and the copy were working toward the same goal.
TAKING AMAZON CONTENT OFF THE PAGE
One of the projects that best demonstrates how I approached Dermatouch was the creation of custom video content for Amazon.
Rather than relying solely on static product photography and standard marketplace content, I wanted to create video that could actually demonstrate the products and give potential customers a more complete understanding of what they were buying.
So I did something that went well beyond writing social captions.
I put together a small production crew and organized the creation of custom videos specifically for Dermatouch's Amazon presence.
That meant developing the creative direction, determining what needed to be communicated, coordinating the production, and making sure the final content worked for the platform and the brand.
The goal was to take Dermatouch from simply showing a product to actually showing the product in context.
That distinction matters enormously in e-commerce.
People can't pick up a skincare product on Amazon.
They can't see its texture in person.
They can't ask someone standing behind a counter what it does.
Video can bridge some of that gap.
CAMPAIGN DEVELOPMENT
I also developed and directed social campaigns designed to increase brand awareness and establish Dermatouch as a credible skincare brand.
That meant thinking beyond individual posts and looking at how content worked together over time.
A campaign needed a central idea.
It needed consistent messaging.
It needed visual continuity.
And it needed to give the audience a reason to care.
I built campaigns around those principles while keeping the content practical enough to execute consistently.
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.
A brand shouldn't depend on one person remembering how everything is supposed to look and sound.
The brand book created a reference point for the visual identity, messaging, and overall direction, giving the company a clearer framework for future marketing.
That is one of the things I value most about brand work.
I'm not interested in creating something that only works while I'm sitting behind the keyboard.
I want to build systems that help a brand continue communicating consistently after the project is finished.
MORE THAN SOCIAL MEDIA
My work with Dermatouch was technically categorized as social media and content creation.
But the actual role was much broader.
I was helping define the brand.
I was shaping its voice.
I was creating its content.
I was developing campaigns.
I was building its social strategy.
And when the brand needed specialized video content for Amazon, I moved into production and assembled the resources needed to make it happen.
That is the part of marketing I love most.
Seeing a gap and figuring out how to fill it.
Not simply asking, "What content do we need this week?"
But asking, "What does this brand need in order to actually succeed?"
For Dermatouch, the answer wasn't just more posts.
It was a digital identity.
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