DERMOPURE Campaign launched

Acne is the most common finding at the dermatologist’s office and the audience is young. Thus, the field of acne offers great potential for Eucerin. Online users are intensively searching for information on Google & YouTube. 60% of searches on YouTube regarding face care are acne-related and show a high need for personal coaching. As a result a detailed content hub, one comprehensive app and multiple engaging media assets have been developed in close collaboration with dermatologists. With this, the brand has just kicked off a global digital campaign for DERMOPURE – the new product range that relieves acne-prone skin.

Starting with several cross-functional workshops between Marketing, Digital and Medical Management to create a detailed picture of the different personas, the project team identified digital as the best way to reach the target group of young acne sufferers. The focus was set on digital behavior to generate strong digital insights for the campaign. The long-term campaign will be rolled out in several countries. The first country, Germany, went live on www.challenge-akne.de.

The PURE SKIN COACH is an interactive app that was designed together with a dermatologist in order to offer users helpful skin care knowledge. As part of the global DERMOPURE digital campaign it supports concerned users in establishing the right routines to combat acne. This need is based on an important patients’ insight that the team gathered right in the beginning: "I know it is about a good routine, but it’s so hard to establish".