Eucerin,Reinvented

For over 100 years, Eucerin has been making dermatologically sound, rigorously researched products using innovative ingredients and complete formulations that deliver tangible results. But, as the field of competitors has grown, with many players messaging similar ingredients and claims, we needed to find a new and optimal way to communicate to consumers what makes Eucerin the superior choice across the Body, Sun and Face product categories.

“Expect More with Eucerin” was created as a unifying master-brand statement that would orient Eucerin in making effective, and cost-effective, marketing choices aimed at turning around brand perception. The statement allowed us to unify marketing and communication efforts across Eucerin’s entire product portfolio (nearly 30 products) and centre them on the brand’s competitively advanced ingredients and skin benefits. Working collaboratively, we filtered down to nine hero products that would drive the new master-brand campaign. The “Expect More with Eucerin” message invited consumers to raise their skincare standards and shift their view of the brand to see it as more advanced and innovative.

“We were able to use ‘Expect More with Eucerin’ to rally together Eucerin’s agency network. We activated a more focused and consistent marketing approach across social, PR, content creation, paid media, web and even medical communications so they would all work towards the same goals.”

— Chloe Daoust Dandurand, Director of Client Partnership

To create memorability and stopping power in a crowded retail and digital landscape, we set out to develop a new visual communication approach for Eucerin. While the category typically treats science as a supporting actor for claims, we elevated Eucerin’s science to make it the star of the story. We wanted to make Eucerin’s science uniquely tangible – something you could touch, feel and actually understand. We used our “Sensorial Science” approach to showcase Eucerin’s science-based strengths in a memorable, visually evocative way that also strengthened product comprehension.

“Competitors typically try to show their scientific rigour using complicated jargon and over-the-top visuals that distance them from real consumer interaction. We decided to make Eucerin’s science something that audiences haven’t seen before. It’s sensorial and tangible – something you can touch.”

— Alice Ware, Creative Director 


Eucerin’s new master-brand approach has enabled the brand to engage with new retailers and grow shelf space with current retailers. Slated to reach millions of consumers, Eucerin’s new master-brand campaign will launch among most major retailers and live across all digital media, social media, and select connected TV touchpoints in the U.S. throughout 2024.

“We did extensive focus-group testing with this master-brand campaign, and we were really happy to find that women connected with our Sensorial Science approach, as it helped them better understand the product benefits without feeling lectured to. In fact, they said it made them feel ‘cared for’ by the brand.”

— Stacy Gagnidze, Lead Brand Strategist