As the first L'Oréal Men Expert project undertaken by our agency, the launch of the Derma Control range provided an opportunity to develop a distinct tone of voice for a Gen-Z/millennial male audience. I wrote campaign copy for placements across SoMe, but also Nordic Wellness gyms and Twitch, adapting messaging and creative concepts to suit each channel while maintaining a consistent brand identity. The campaign balanced skincare credibility with a more playful, relatable tone designed to resonate with young men.

For Twitch, we developed a gaming-inspired creative concept that incorporated familiar video game mechanics and language, helping the campaign feel native to the platform rather than traditional advertising, catering to the target demographic. In contrast, the Nordic Wellness placements focused on performance, confidence, and self-care within a fitness context.