Eucerin
While preparing to launch its new face care line, Eucerin saw an opportunity to re-evaluate and re-energize its brand in a bold way. TUX was asked to lead the charge in transforming Eucerin‘s master brand across all 3 product categories (Sun, Face and Body). From developing a new, disrupting visual direction, strengthening its key message, and narrowing down which products to focus on, we helped Eucerin achieve the most efficient and impactful way to turn brand perception around. Tell me more
RE-ENERGIZING A BELOVED BRAND
While preparing to launch its new face care line, Eucerin saw an opportunity to re-evaluate and
re-energize its brand in a bold way. TUX was asked to lead the charge in transforming Eucerin’s master brand across all 3 product categories (Sun, Face and Body). From developing a new, disrupting visual direction, strengthening its key message, and narrowing down which products to focus on, we helped Eucerin achieve the most efficient and impactful way to turn brand perception around.
UNLOCKING ATTENTION IN A CHAOTIC LANDSCAPE
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.
TURNING AROUND BRAND PERCEPTION (EFFICIENTLY)
“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
GIVING SCIENCE “MAIN CHARACTER” ENERGY
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
Meet the new Eucerin
We set out to develop a new visual communication approach for Eucerin – one that creates stopping power and memorability in a crowded retail and digital landscape.
“Launching into the face care category presented a unique opportunity, but also a unique challenge in that the category is very competitive, with a lot of brands saying the same thing, and in similar ways. We needed a new creative approach to stand out, so we aimed to show the key ingredients in an innovative way that is also directly connected to one’s skin. We called it sensorial science.”
— Alice Ware, Creative Director
Re-energizing Eucerin’s staples
The launch of the face care line also provided a great opportunity to refresh the visual language around the existing product lines, including the company’s household hand and body lotions.
Finding a new angle in Suncare
We went beyond a typical SPF narrative by finding a new, compelling angle that messaged around long-term skin protection needs.
The scope of this project brought our process to a new level. We had 415 assets to create, each with its own distinct role, but all adding up to one ambition for the master brand. So, we needed to think both about the big picture and each piece of the puzzle. All in all, it led us to develop our creative with precision, clarity, and force of purpose.
— Emily Wilkinson, Copywriter
Credits
Eloïse Daigle
Patrik Kabongo
Marie-Laurence Choinière,
Kim-Mai Lam,
Chloé Guilmette,
Tiarah Golliday-Murray
Stacy Gagnidze
Ariane Baril,
Shaida Missaghi,
Geneviève Leblanc
Félix Arseneault
Nathan Favereau,
Théo Favereau
Tanya Machado
Andrew Ly,
Aleksi Gagne,
Mayillah,
Alvin Mazariegos
Juliette Dugas,
Sarah Peterson
Raphaëlle Simard
Supersavant
Arketype
Philippe Gonzalez
Anne-Lise Pollakowsky,
Emilie Cuendet
Leon Rousseau,
Jonathan Gaspari,
Julien Fourvel,
Alexandre Menard,
Romain Beauchamp,
Maxime Letertre,
Vladimir Trpeski,
Alexandre Delaporte,
Eddy Chan,
Cesar Mion,
Camille Potvin
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