DMK International
Skincare

DMK International is a skincare company backed with 40 years of research & irrefutable results in 30 different countries, addressing acne, rosacea, hyperpigmentation, and more.

I am currently serving as a Social Media Coordinator. Working with their primary social channel, Instagram, I manage their online community and curate content & copy. In addition, I am also spearheading the company's TikTok account, creating weekly video content.

The skincare and beauty industry is one that is incredibly saturated and difficult to establish yourself in. While DMK had no problem establishing itself as a prime skincare brand internationally in countries like China, Russia, Australia, and Ireland 50 years ago, when it came to the U.S.A., DMK was just starting out.

What made DMK different, however, was it's B2B approach to skincare, where end-clients had to complete a skin consultation with a certified DMK Clinic in order to use DMK products.

Falling within the realm of education and B2B skincare, DMK had enough resources, skincare know-how, and proof of concept; the challenge laid in the marketing.

My goal was to maintain the educational aspect of DMK's current market position in addition to enhancing their brand image through the use of textures and white space. This was to reestablsih DMK's brand as one that focuses on education and skincare.

The challenge of launching a TikTok was to determine the target audience. Considering that DMK is a B2B skincare company, I had to create content that wasn't necessarily retail-focused.

Falling within the realm of education and B2B skincare, DMK had enough resources, skincare know-how, and proof of concept; the challenge laid in the marketing.

Considering that 62% of TikTok's audience comprises of those aged between 10-29, I decided to take a more casual approach to content and brand awareness. Utilizing a combination humor and shock-value, I was able to achieve the following.