Previously only prescribed by doctors, the Epimax range of creams, gel and ointment became newly available to buy over the counter and online. Our task was to raise awareness of the brand, encourage shoppers to put their trust in Epimax, and to purchase the emollient over other leading household names.
We developed a new skincare content hub full of expertise from a leading dermatologist to catapult Epimax into the media. Our bank of content – including topical facts, tips and advice – was inspired by consumer insights and trends from Epimax’s owned channels.
As to be expected when the pandemic hit, harsh hand sanitisers and daily wear of face masks exacerbated existing skin irritations and caused new ones for those who hadn’t experienced sensitive skin before.
Proactive commentary was swiftly put together in response to customer questions. We also reacted with speed to social media aesthetics trends, like dermaplaning, that were putting people’s skin health at risk.
The culmination of this resulted in coverage across national and regional media – including the Press Association, Daily Mail and gold tier title Vogue.
Product trials with key journalists also resulted in positive reviews – but we wanted to take these word-of-mouth recommendations further. Identifying key influencers with skin conditions such as eczema, we gifted the Epimax range in exchange for social posts. The brand was well received with our army of Epimax ambassadors, including @_lydslife and @lifeoflowri, who shared the recommendations of the brand to their followers, resulting in a reach of 58,000.
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