DMAE The Power of Visible Science
A global 360° campaign reimagining one of Perricone MD’s most iconic ingredient: DMAE to reinforce the brand’s authority in firming skincare.
Lead Designer & Creative Direction | Perricone MD
Project Overview
This campaign relaunched DMAE, a hero ingredient renowned for its visible lifting and firming benefits.
The objective was to revitalize brand awareness and educate consumers on DMAE’s efficacy through a cohesive visual and narrative experience across online and retail platforms.
As Head Designer, I led the creative direction in collaboration with the Brand Manager and Marketing team, managing a cross-functional in-house design team to ensure consistency across every touchpoint from concept to execution.
THE CHALLENGE
The challenge was to transform a scientific ingredient into a recognizable story of performance and beauty.
We needed to bring clarity and desirability to DMAE, turning it from a complex formulation into a distinctive symbol of visible results and brand innovation.
Creative Strategy & Execution
The creative direction was inspired by the lifting power and visible transformation that define DMAE. We translated this concept into a visual language of elevation.
By merging scientific credibility with emotional resonance, the campaign achieved a balance between precision and softness embodying Perricone MD’s essence: where science meets beauty.
A custom DMAE badge unified the collection across packaging, digital, and retail touchpoints, enhancing visibility and reinforcing a consistent, premium identity.
The campaign was fully developed in-house, following Perricone MD’s global guidelines and adapted for the Spanish market. It included:
Hero image & key visual creation
Dedicated landing page for the DMAE collection
Full digital rollout across social, paid, and CRM channels
Curated product routine to showcase ingredient benefits
Results & Impact
The DMAE campaign successfully strengthened Perricone MD’s brand perception and visibility in Spain.
It positioned DMAE as the signature ingredient for firmness, reinforcing Perricone MD’s leadership in dermatological innovation and premium skincare design.
Insights
This project showcases my ability to translate ingredient innovation into brand storytelling, leading a cross-functional team to create a visually unified, strategic, and aspirational campaign experience.
Art direction and design leadership by Itzel Aldama .
In collaboration with: Brand Manager, Design and Marketing Team.
Global brand: Perricone MD.