THE ANTI-AGE REVOLUTION
THE ANTI-AGE REVOLUTION
How do you introduce an innovative anti-aging serum
that took 15 years to research? With a bang:
Featured above: Campaign moodfilm
The Research
After over a decade of epigenetic research, Eucerin discovered how to reactivate the skin’s deactivated youth genes based on patented Age Clock Technology. This can not only make you look younger than your age but also help you feel in control of how you age.
The Serum
Meet the Epigenetic Serum, Eucerin’s latest clinically tested anti-aging formula. Based on patented Age Clock Technology and enriched with the novel active ingredient Epicelline® it can rejuvenate skin cells and reverse the epigenetic changes that cause your skin to age.
The Campaign
To help Eucerin launch its biggest product innovative yet, we created a 360-degree precision marketing campaign featuring:
A myriad of digital assets covering all major digital channels
SEO-optimized scientific articles written in collaboration with Eucerin’s R&D team
An audience-tested TV commercial
Web content including a dynamic, immersive landing page
An animated mode of action showing the efficacy of Epicelline®
The People
All campaign assets were split into two distinct target groups: Women between 40 and 55 looking for efficacious anti-aging products with the ability to make their skin look younger, as well as women between 30 and 40 looking to prevent the aging process.
The Pre-Launch
To help people understand the complex science behind the Epigenetic Serum, we created a separate pre-launch campaign that consisted of educational content meant to demystify epigenetics, introduce Epicelline®, and explain Eucerin’s patented Age Clock Technology:
IG Story 6-12’’ ads, focus: Epigenetic research
Carousel ad/focus: Defining epigenetics
In-Feed 10’’ ad/focus: Age Clock Technology
In-Feed 10’’ ad/focus: Well aging
Aside from the above-introduced two target groups, the pre-launch campaign furthermore targeted dermatologists, skinfluencers, and key opinion leaders in the scientific community.
Digital Assets
Awareness Phase
YouTube 15’’ ad/focus: TBD
In-Feed 6’’ ad/focus: Reverse aging
IG Story 6’’ ad/focus: product performance
YouTube 6’’ ad/focus: anti-aging routine
TikTok organic BTS content
Consideration Phase
YouTube 15’’ ad/focus: 10 signs of aging
Carousel ad/focus: Product efficacy
In-feed 6’’ ad/focus: Age Clock Technology
YouTube 6’’ ad/focus: First signs of aging
Static link ad/focus: Well aging
The highlight of this phase was a series of product and skin-focused GIFs created to make people want to buy the Epigenetic Serum:
Conversion Phase
The Landing Page
The Science
To further explore Eucerin’s epigenetic universe, we created SEO-optimized articles that dove deep into the science behind the brand’s epigenetic research and were developed in close collaboration with the R&D team:
You can find this article and another article on Eucerin’s epigenetic research currently live here: