Re.Think Skin
Medicalising premature aging caused by the sun.
*White labelled services as part of Paper+Spark.
AWARDS:
PRIME Awards - Best content marketing campaign (2023 winner)
Mumbrella Awards - Data and Insights (2025) - Top 5 finalist
Challenge
In a country where sun-kissed skin is a cultural aspiration, Australia has the highest rate of premature skin aging caused by the sun globally.
Retrieve, a medical-grade retinoid from iNova Pharmaceuticals, is clinically proven to treat the visible signs of sun damage (photodamage), but several challenges stood in the way:
Australians were largely unaware that sun damage is a medical concern.
Unlike off-the-shelf skincare, Retrieve requires a consultation with a GP or dermatologist.
The category is highly competitive and glamour-driven, but TGA regulations prohibit use of brand names and active ingredients in advertising.
Retrieve’s effects are long-term, unlike the immediate results offered by injectables or cosmetic treatments, and must therefore overcome the present bias ingrained in all of us.
Insight
80% of visible ageing is caused by sun damage. This insight allowed us to shift the conversation from chronological ageing to the sun as the primary culprit, creating a powerful narrative Australians could rally behind.
We also found that vanity, the same driver that motivates sun-seeking and quick-fix beauty treatments, could be used to spark concern and encourage a shift toward medical-grade skin health solutions.
While many in our audience are highly educated about anti-aging products and are interested in how they work, they are still paralysed by choice. They make decisions on emotional impulse, spending small fortunes on products that sit unused in their medicine cabinets.
Strategy
Campaign Platform
We developed the brand platform Re.think Skin. This smartly referenced the only part of the brand name we could legally use: "Re-"- inviting Australians to reconsider the cause of ageing and the treatment solutions they rely on.
With the support of medical experts, Re.think Skin helped patients:
Rewind. Rejuvenate. Refresh.
Regain control with prescription Vitamin A.
The core message: Sun damage isn’t cosmetic. It’s medical. Treat it that way.
Content Strategy
Our strategy guided consumers from awareness to action:
Symptoms: The face of sun damage
o Vanity got us here, but it can also motivate action. We connected common signs like wrinkles to deeper skin damage.
Right Treatment
o We leaned into our audience’s appetite for scientific, technical content by clearly explaining ingredients and mechanisms.
Consultation: The right help
o By integrating with RoseRX, we removed friction from the healthcare journey, offering same-day online consultations and prescription delivery.
Sun Damage Awareness
o Instead of focusing on abstract sun safety, we amplified the sun as the culprit of the visible effects of aging.
Connected Healthtech Experience
Traditionally, pharmaceutical marketing focuses on disease awareness with little connection to measurable outcomes. We changed that.
Partnering with RoseRX, we built a seamless end-to-end customer journey from education through to consultation and fulfilment. Patients could complete pre-screening online, see a GP the same day, and receive prescriptions via post.
Targeting Strategy
We employed precision targeting across:
· Google: Technical keywords (e.g. tretinoin, prescription Vitamin A) attracted high-intent searchers.
· Meta: A/B testing showed women 30+ with luxury skincare interests were most responsive. With Meta’s Advantage+ AI and integration with our platform, we optimised not just for engagement, but for actions like pre-screenings and consultations.
Outputs
Strategy
Content strategy
Content briefs
Data-led creative insights
Media planning
Creative
Content ideation
Media
Google Search
Google DemandGen
Google PerformanceMax
Meta
TikTok
Analytics
Report automation
Executive-level dashboard
Results
By connecting digital convenience, medical authority, and content excellence, we repositioned Retrieve from a legacy treatment to a flagship brand.
The campaign won the PRIME Awards: Best content marketing campaign (2023 winner).
It also won our client, Jodie Carmichael, the Marketer of the Year and Team of the Year awards at iNova.
61%
Revenue growth
19.3M
Impressions
10.6K
Consultations
86%
Prescription uptake.
Get in touch.
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