Why Dermapen World’s Exo-Grow Campaign is a Quiet Stroke of Genius

It’s been a long time since I’ve seen a brand in the professional hair and beauty space pull off a campaign that makes me stop, smile, and think: “That’s how you do it.”

Launching a new arm of the brand Exo-Grow, Dermapen World has done just that. And while the brilliance might not be obvious to everyone at first glance, to me, this campaign is one of the most considered, well-executed strategies our industry has seen in years.

Before we get into the strategy, let me set the stage. Dermapen isn’t some fly-in-fly-out player; it’s a brand stocked in 107 countries globally, and proudly Australian owned and made in Melbourne by Corri and Stene Marshall.

With Tracey Hughes as Brand GM, they’ve built an international reputation for excellence — and now, they’re doubling down with the launch of Exo-Grow.

Their campaign, called You Will Believe, is equal parts aspirational and inclusive. The creative direction? Beautiful, healthy hair and glowing skin shown through diversity of age and gender, captured on bold black and white mediums.

RE:GEN Roadshow, Melbourne

Enter the RE:GEN Roadshow

Here’s where things get really clever. Instead of following the traditional “spend a fortune on an expo stand and hope people notice” playbook, Dermapen launched the RE:GEN Roadshow.

It kicked off in June at Hair Festival, then rolled through Sydney, Brisbane, Gold Coast, Melbourne, South Australia, Western Australia, and wrapped at Beauty Expo Australia in August. On stage and on tour? Tracey Hughes, Corri Marshall, Dr Andrew Christie, and Andrew Hansford — names that carry weight in both aesthetics and hair.

At each stop, the industry wasn’t just introduced to Exo-Grow — they were immersed in it. They didn’t launch one product (as roadshows typically do). They launched four. And by the time Beauty Expo arrived, attendees weren’t just vaguely aware of a new brand. They’d seen it, touched it, tested it, and fallen in love with it.

Why It’s Genius

Here’s the kicker. Most brands treat expos like one giant awareness play. They pour hundreds of thousands of dollars into a stand, create a visual playground, and leave with little more than impressions and sore feet. Awareness is nice, but let’s be honest: you don’t build a global empire on awareness alone.

Dermapen flipped the script.

Their roadshow filled the awareness bucket ahead of the expo. By the time they reached the Beauty Expo floor, they had something far more powerful: momentum.

The industry was primed. The mission was clear. The products had already been trialled. (hello, roadshow goodiebag!) And the expo wasn’t about introducing anymore — it was about acquiring.

Awareness plus acquisition, in one seamless flow. That’s the genius.

Hair Meets Aesthetics: The Dream Partnership

Another layer that makes this campaign so powerful is the way Dermapen is deliberately positioning Exo-Grow at the intersection of aesthetics and hair.

Andrew Hansford put it best: “It should be a marriage made in heaven.” Needling in aesthetics, supported by targeted retail products or even a Dermapen home version from the hair side — it’s collaboration, not competition. Cross-referral, not siloed segments.

If you’ve ever wondered how two powerhouse categories in our industry could work together more tightly, this is the blueprint.

And let’s not overlook the product innovation itself. At each roadshow stop, Dermapen introduced three brand-new SKUs — something almost unheard of in professional launches. Not drip-feeding. Not waiting a year between drops. Just confidently opening the gates and letting the industry in.

The lineup included:

• Sip & Sup – a supplement packed with Vitamin B and amino acids for skin, nails, and hair.

• Exo-Grow LED Laser Cap – delivering 630nm LED technology.

• DP Scan – with AI algorithms to analyse skin, scalp, and hair.

• …plus more coming before the year is out.

It’s ambitious, yes. But it’s also refreshing — and it signals Dermapen isn’t playing small.

What Dermapen World has pulled off with Exo-Grow isn’t just a brand launch; it’s a masterclass in strategy. They’ve shown that you don’t have to choose between awareness and acquisition, between hair and aesthetics, or between ambition and execution.

This is the kind of campaign that elevates the whole industry. And honestly? I could not love it more.