MEDIK8 · GLOBAL PRODUCT LAUNCH
Liquid Peptides Advanced MP
TURNING BREAKTHROUGH PEPTIDE SCIENCE INTO A GLOBAL WRINKLE-REDUCTION STORY
Global Messaging Strategy | Campaign Concepting & Copy | Science & Product Storytelling
CLIENT: Medik8
ROLE: Global Copywriter
PROJECT: Global Product Launch
MARKETS: Global · ROW + US
SCOPE: Messaging Strategy · Campaign Concepting & Copy · Science Translation · Product Storytelling · D2C · CRM · Paid · Social · PR · Retail & OOH
THE CHALLENGE
Making Complex Science Instantly Compelling.
Liquid Peptides Advanced MP arrived with a rich product story: breakthrough Dual MiniProteins™ technology, a 30% multi-peptide complex and clinical results spanning both rapid expression-line smoothing and progressive results on deeper-set wrinkles.
The challenge was to turn multiple mechanisms, ingredients and efficacy stories into one clear, compelling proposition, while creating a messaging framework that could work across channels, markets and differing claims requirements.
How do you turn complex peptide science into one product story consumers understand, and want, immediately?
THE STRATEGIC IDEA
Wrinkle Reduction, Redefined.
Rather than trying to communicate every element of the formula at once, I built the messaging hierarchy around the product’s most compelling consumer story: visible results in 10 minutes, with results on deeper-set wrinkles becoming more profound over time. This created a simple two-speed efficacy story, supported by the breakthrough technology that made it possible.
SCIENCE TRANSLATION
From MiniProteins™ To Meaningful Benefits.
The science behind Dual MiniProteins™ was complex but the consumer story couldn’t be.
I translated two complementary technologies into a benefit-led narrative: Expression Line MiniProtein™ for fast, visible results on expression lines, and Growth Factor MiniProtein™ for progressive results on deeper-set wrinkles.
The technical detail remained available for Medik8’s science-aware consumer, but always in service of the question that mattered most: what does this mean for my skin?
GLOBAL MESSAGING SYSTEM
One Idea.
Every Touchpoint.
Wrinkle Reduction, Redefined. became the foundation for a global messaging system designed to work from high-impact campaign creative through to detailed product and science education.
I developed the supporting messaging architecture and copy across the launch ecosystem, maintaining one recognisable product story while adapting the language for different channels, consumer needs and market-specific claims requirements, including the US.
THE WORK
From Launch Platform To Global Campaign.
CAMPAIGN / PAID
High-impact launch messaging and visual campaign system.
OOH
Contextual campaign copy developed for live London placements.
ORGANIC SOCIAL
Turning the efficacy story into a clear, swipeable consumer journey.
The messaging system came to life across the full consumer journey, balancing high-impact efficacy claims with deeper product and science education.
D2C / PDP
Translating the campaign hierarchy into detailed product storytelling.
RETAIL / VISUAL MERCHANDISING
Taking the global product story into high-impact retail environments.
PR / PRESS
Consumer-led messaging translated into detailed launch communications.
SCIENCE / PRODUCT EDUCATION
Making breakthrough biotechnology understandable through clear, benefit-led science storytelling.
THE IMPACT
A Launch That Delivered & Kept Delivering.
Liquid Peptides Advanced MP delivered standout momentum from launch, before going on to achieve significant commercial, consumer and industry recognition.
MY CONTRIBUTION
Strategy Through To Execution.
As Global Copywriter within Medik8’s Global Brand team, I led copy development for the launch, translating the original R&D proposition into a clear consumer-facing messaging hierarchy and global campaign platform
Working as part of the wider cross-functional launch team, I partnered closely with Brand, Creative, R&D, Regulatory, Legal and regional teams to bring the campaign to market. My remit spanned strategic messaging, campaign concepting and copy, science and claims translation, and multi-channel execution. It also included claims and disclaimer guidance to help regional teams apply the campaign messaging consistently and compliantly across markets.
