Beiersdorf is to launch a multi-channel campaign to promote its Eucerin skincare brand through direct mail, email and a promotional website.
Developed by integrated agency Space, it will launch on October 3 under the tagline, “Eucerin – skin care to set yourself free”.
It will centre on a creative theme that heightens Eucerin’s positive benefits, presenting the brand through a heartfelt connection and highlighting the emotional benefits of using it.
Addressing women aged 25 and over, the theme will reinforce a warmer, softer, more feminine side to the brand.
Space director Vicki Walsh said: “The objective is to drive widespread consumer awareness of the Eucerin brand, raising the efficacy belief and promoting word-of-mouth recommendation.
“We will engage with women suffering from dry or sensitive skin, who just want to live normal lives, and build an emotional bond with Eucerin.”
It will be complemented with online banner advertising on NetDoctor.co.uk, handbag.com and iVillage.co.uk, with media buying by Carat.