Dermal Therapy ramps up marketing after $150m acquisition with biggest campaign yet

Less than a month after being acquired by US-listed Prestige Consumer Healthcare in a deal worth US$150 million, Australian skincare brand Dermal Therapy has unveiled its biggest marketing campaign to date, expanding across Australia and New Zealand for the first time.

The 'It Works' campaign, which first launched in 2024, will roll out across more than 1,000 out-of-home sites spanning billboards, buses, trams, highways, shopping centres and high streets, supported by in-store activations, social media and an expanded creator program.

The campaign marks Dermal Therapy's largest marketing investment to date and comes just weeks after Prestige Consumer Healthcare completed its acquisition of LaCorium Health, the Australian company behind Dermal Therapy, Flexitol and Crampeze.

While Dermal Therapy has enjoyed several years of strong growth, the scale of this year's campaign signals continued confidence in the brand as it enters a new chapter under its new owner.

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"What started as a simple, powerful truth – people want a product that works – has become the heartbeat of our brand," said Ellie Taylor, head of marketing at Dermal Therapy.

Taylor told this publication the campaign represents a 30% year-on-year increase, making it the brand's largest marketing commitment to date.

"In 2024 we launched It Works. In 2025 we turned up the volume. In 2026, we're going further than ever, crossing the Tasman to reach New Zealand consumers for the first time, and doing it with 1,000 high-impact sites and an incredible group of talent who genuinely love and use our products. This is Dermal Therapy at full volume – and it works."

The 2026 campaign introduces New Zealand as a new market for the brand while expanding its creator strategy. Returning ambassadors Yasmina Elmerkaoui, Alex Davidson and Liz Claire are joined by Sammy Robinson, Okan Can Aldikacti and Tatenda Luna.

Dermal Therapy has again partnered with independent media agency Strat to deliver the campaign across Australia and New Zealand.

Josh Raskin Gottlieb, media and operations director at Strat, said the expanded rollout reflected the brand's continued momentum.

"Expanding into New Zealand marks a significant milestone for the It Works campaign," he said.

"With over 1,000 sites across two countries, we're delivering Dermal Therapy at a scale that reflects just how much the brand has grown. The combination of returning and new talent, paired with our most ambitious placement strategy to date, ensures It Works is unmissable this winter."

The campaign spans out-of-home, retail and creator-led activity, combining mass visibility with influencer advocacy as the brand seeks to build awareness across both markets.

The announcement follows Prestige Consumer Healthcare's acquisition of LaCorium Health, completed on 1 July. The US consumer healthcare company said at the time it expected the business to continue growing through innovation, category expansion and geographic expansion, with Dermal Therapy among the key brands in its portfolio.