Dermal Therapy has brought back its out-of-home campaign, IT WORKS for 2025, featuring familiar talent backing the brand who have a combined audience of over 20 million.
The campaign expands the skin care brand’s OOH footprint to 550 sites nationally, including new billboard locations, Sydney bus wraps, a full tram takeover in Melbourne, and high-impact placements along major highways and high streets. It will also launch in-store and across socials to reach even more Australians.
“In 2023, we set out to uncover what truly drives consumer choice in therapeutic skincare. The insight was clear and powerful: people want one thing above all else – a product that works,” Steven Sher, founder of Dermal Therapy and Lacorium Health.
“That truth inspired the launch of our It Works campaign in 2024, spotlighting six loyal Dermal Therapy users and influencers who became the authentic faces of our brand.
“Now in 2025 we’re turning up the volume with It Works 2.0 – a bold new chapter featuring both new and returning influencer loyalists. This nationwide campaign will roll out across 550+ high-impact sites including highways, rail stations, high streets, and full bus and tram wraps. This Winter, you won’t just hear about Dermal Therapy – you’ll see it. And you’ll know: It Works!”
Returning to the campaign are Roj Torabi (@theroject), Liz Claire (@prettyprogress23), and Alex Davidson (@_alexdavidson). They will be joined by Matty J (@matthewdavidjohnson), Tammy Hembrow (@tammyhembrow), Liv Rahme (@livrah) and Yasmina Elmerkaoui (@mrs.yasmina).
For its media strategy, the skin care brand has team up with Strat to drive national reach and relevance through precision placement and elevated visibility.
“After seeing the incredible response in 2024, we knew the next step was to go even bigger,” Josh Raskin Gottlieb, Media & Operations Director at Strat, said.
“This year’s campaign not only extends our geographic reach but also enhances impact through strategic placements in high-traffic areas and creative transit formats. The mix of returning and new talent brings both familiarity and excitement to the campaign – exactly what Dermal Therapy represents.”
Campaign credits:
• Creative – Lacorium Health
• Media buy – Strat
• PR – Little Bird PR
Top image: Liz Claire, Matty J, Tammy Hembrow