Eucerin Social Pitch

Eucerin, one of the world leaders in skincare under the Nivea brand umbrella, was looking for an ad agency to help set them apart from competitors in the social media space. Skincare brands often use “replenish and restore” language, implying that their skin needs to be “fixed.” And in a world full of fancy filters, it’s easier than ever to hide our real selves and feel like our real skin isn’t good enough.

Our #FactsNotFilters concept is both science-based and skin-inclusive, and aims to change mindsets about what healthy, nourished skin looks like. With a no-BS tone of voice, Eucerin invites people to be open about the skin issues we tend to hide away, to embrace their real selves, and to live more freely.

Not only was the client thrilled with the work, but we won the pitch.

Art Director: Linda Couto

We’ll highlight fun tidbits about skin to educate users and help them to build a skincare regimen that's based around care rather than shame.

We’ll post openly and honestly about real skin issues to further reinforce our empathetic #FactsNotFilters positioning.

To highlight Eucerin’s long-lasting 48-hour moisture, we’ll create a FB post with a promo code that’s only good for 48 hours.

Eucerin Canada kicks off a #FilterFreeFriday movement that encourages followers to post no-filter selfies each Friday, driving home the message that we should celebrate ourselves exactly as we are – unfiltered and authentically “us”.

An influencer takeover prompts people to submit their unfiltered “Skin Confessions”. Through real-time engagement we'll remind users that real skincare isn’t perfect, and that they're not alone in their skin issues.

We create an Ask-An-Expert Q&A series that gives unfiltered (but still expert) advice on common skincare questions.

Aquaphor’s reputation for being multifunctional is long-established. We’ll put a modern spin on it by asking people to duet with our TikTok post and share how they use it. The catch? They have to do it in 7 seconds or less (because Aquaphor only has 7 ingredients).

When the weather turns cold, the prevalence of dry skin goes up. So the more times the term “dry skin” is searched, the more savings we’ll post on our landing page.

We launch Scratch Tracks, the first Spotify playlist inspired by the sounds of skin. Using ASMR audio of skin being scratched or cream being applied, it’s a white noise album that helps listeners stay focused, while breaking the stigma of dry skin.