David Jones SKINNOVATION
SKINNOVATION is David Jones’ annual flagship skincare campaign, a critical sales driver for one of the most commercially important categories in beauty. I led the concepting, development and rollout of this 360 campaign designed to showcase the breadth of our skincare portfolio, reinforce our category authority, build awareness of in-store services, and convert sales.
The campaign combined education and storytelling with strong commercial intent, partnering with influencers (Sarah Ellen, Rozalia Russian, Kate Waterhouse and Yan Yan Chan) and industry expert Melanie Grant to produce a rich content series focused on skincare rituals, product benefits and the importance of routine. In-store, theatre was created through elevated customer events, immersive VM and complimentary mini skincare services, all designed to drive foot traffic and showcase David Jones’ luxury treatment rooms with the goal of increasing service bookings.
Executed across owned and paid channels, PR, social, in-store and experiential levers, the campaign was also a key revenue stream for David Jones with brand partners investing to participate. Each year expectations grew to deliver SKINNOVATION “bigger and better” - solidifying it as a cornerstone of the David Jones beauty calendar and a powerful platform for both sales and brand equity.
Agency Partner: Medium Rare
Ella Baché
This video was designed to hero Ella Baché, a key brand within David Jones’ contemporary skincare portfolio, and to engage our mainstream beauty customer. By following Sarah Ellen through an in-store facial, the content highlighted the accessibility and performance of professional-grade treatments while reinforcing the importance of a daily skincare ritual. Beyond education, the focus on routine was a strategic lever to encourage multi-product purchasing and increase basket size, showcasing how a complete regimen delivers results.
La Prairie
This video was designed to highlight La Prairie as David Jones’ most prestigious skincare brand. Through Yan Yan Chan’s bespoke facial experience, we showcased the brand’s high-touch, personalised service and the exclusivity of the La Prairie Treatment Room, the pinnacle of David Jones’ in-store beauty offering. The content reinforced our luxury authority while spotlighting the differentiated, ultra-premium experiences available only at David Jones.
