Eucerin Sun (Beiersdorf and Deerfield Agency)
Sun protection is one of the leading concerns in the day-to-day of dermatology and, in general, the standard of care has been UVA/UVB protection with a one-size-fits-all approach. Beiersdorf believed more was needed, more for the betterment of all. A true echo of their mantra: Care Beyond Skin.
Eucerin is known as a skin lotion brand so the team took bold, comprehensive steps for this campaign. First, they reestablished the clinical standard through a targeted publication strategy that featured leading dermatologists to identify major gaps in sun protection. Those gaps focused on both clinical and patient misconceptions for each skin tone on the Fitzpatrick skin type (FST) scale. Then, they introduced a groundbreaking antioxidant complex: The 5 AOX Shield of Eucerin Sun. Finally, Deerfield unveiled Eucerin Sun using omnichannel marketing from teaser to launch to deliver the line’s value proposition: enhanced sun protection combined with unique skin care. Advanced Hydration, Oil Control, and Age Defense formulas are just a few examples of those unique brand offerings.
By fully embracing the opportunity and contemporizing the brand, Deerfield created a halo-effect for all lines, quickly seeing success and still seeing the uptick today. The business enjoyed sales increases that propelled the U.S. as the #1 earning market for the global company.
