Finding confidence through skincare
Eucerin is a dermatological beauty brand with a 100 year legacy. Owned by German parent company Beiersdorf (NIVEA, La Prairie, Chantecaille), they’ve patented many clinically proven ingredients and are deeply invested in creating skincare that really works. But, what this trusted cosmeceutical boasted in scientific excellence it lacked in emotional connection, particularly to a modern and younger audience.
Working as part of the creative and strategic team at agency of note, VML (formerly Wunderman Thompson), I helped conceptualise and implement an entirely new brand identity for Eucerin.
Our approach tapped into a new generation’s call for more authentic storytelling, giving this heritage skincare brand a refreshed visual and linguistic identity that focussed much more on the emotional health benefits of an effective skincare routine.
During my 3 years as senior creative dedicated to this client, I led several global advertising campaigns. My role began during the strategy phase, and remained hands on throughout creative concepting, scriptwriting, casting, on-set direction, post-production assets and content writing phases.
My background in ecommerce and campaign management meant I was also able to advise on launch tactics, including social media strategies and community building activities.
Explore the campaigns…
Global brand re-launch.
We launched the refreshed brand identity and tone of voice with a campaign that hinged on a series of “skinterview” videos, shot with real life customers who had experienced the life-changing power of Eucerin’s dermatological skincare. The new brand identity continued to come to life through further digital commercials with a new approach to casting, social media campaigns and a website re-skin.
More of life’s little moments.
Dry, sensitive skin can really hold you back from enjoying the most special parts of life. A touch from a loved one. Freedom to move, play, explore. Our campaign to re-launch Eucerin’s most-loved body moisturiser honed in on the emotional benefits of feeling comfortable in your own skin.
Anti-ageing for millennials.
For those experiencing first signs of ageing, it can be confronting. Eucerin was there to support with a multi-purpose face serum made with clinically proven ingredients that tackle multiple concerns at once.
Fighting acne for Gen Z.
To help Eucerin tap into a younger audience, we devised a punchy campaign that made people who battling with acne feel seen, and empowered. We were especially proud to diversify casting.
Through the line social content.
We didn’t stop at above the line ad campaigns. Our 360 approach meant that our message was adapted for every touch point. Like these short form content videos, purpose built for social media platforms, and for Eucerin’s new, younger target audience.
