Aquaphor Unveils First-Ever Brand Lens Marketing Campaign

STAMFORD, Conn.–(BUSINESS WIRE)–Today, Aquaphor®, the #1 brand recommended by dermatologists for a wide range of skin conditions, including dry, cracked skin, chapped lips, and more.1, launches its very first brand goals campaign, “Before & Aquaphor”. Rooted in the consumer idea that true skin healing breaks the vicious cycle of emotional pain, this new integrated campaign seeks to go beyond the surface and highlight the connection between the health of our skin and our emotional well-being.

Inspired by the burgeoning field of psychodermatology, Aquaphor understands that there is a true symbiotic relationship between the health of our skin and our emotional health: when our skin is healthy, we feel good, and when we feel well, our skin is healthy. In today’s COVID-19 world, this undeniable link between emotional health and skin health has grown even stronger as more consumers have become actively health-conscious: new research shows that 62% of Americans think their health is more important to them now than before the pandemic.2

“This timely launch of ‘Before & Aquaphor’ introduces the brand to a new generation of skincare consumers in America, fully embracing the idea that real skincare goes beyond the surface of our skin” , said Patricia Popowich, Aquaphor brand manager at Beiersdorf. “We believe in the powerful connection between body and mind, and the effectiveness and versatility of Aquaphor plays a key role in promoting well-being as it relieves many skin issues – from dry, irritated skin and from chapped lips to cracked hands and feet to diaper rash.. I am extremely excited about the potential of this new campaign to drive the brand forward into the next decade of growth.

For over 96 years, Aquaphor has been on a mission to deliver superior power to help gently and effectively heal compromised skin. Clinical studies confirm the effectiveness of the brand’s flagship Aquaphor Healing Ointment, specially formulated for the treatment of dry, cracked skin and minor wounds with its unique semi-occlusive protective formulation that creates an ideal healing environment.

The new campaign aims to highlight not only the incredible versatility of Aquaphor’s uses, but also the diversity of its consumers, as Aquaphor is suitable for all people and a variety of skin conditions: from babies on day one who come home from the hospital at 95 – the old, dry-elbowed great-grandmothers, and everyone in between. Inspired by Aquaphor’s universal ability to care for the skin, regardless of lifestyle, skin color or age, the brand’s go-to agency, AMP Agency has developed a contemporary campaign, releasing a new visual identity that embraces Aquaphor’s bold and vibrant aesthetic. This unique approach breaks out of conventional therapeutic skincare creativity, conveying the emotional aspect of healing, while demonstrating the powerful results provided by Aquaphor.

“To me, ‘Before & Aquaphor’ is about that feeling of relief when you can stop worrying about your skin. It’s about how Aquaphor fits right into your life and lets you move through her. Having a bad skin day? No big deal. Look for Aquaphor in your medicine cabinet, car or purse,” said Liz Furze, Creative Director at AMP Agency, of the “Before & Aquaphor”. “It was amazing to work on such an iconic brand and it was easy to channel the Aquaphor client – I’ve been one for years!”

The “Before and Aquaphor” campaign will have a 360° marketing investment in digital and social platforms, dedicated PR and professional efforts, and in-store touchpoints, with new advertising creatives. To learn more about this campaign, visit YouTube to see the new creations featured in English and Spanish.

About Aquaphor

With over 96 years of skincare expertise, Aquaphor® is the #1 recommended brand for dry, cracked skin and cuticles, dry feet and heels, minor wound care, as well as the brand #1 recommended lip care product and the #1 brand. recommended for minor post-cosmetic in-office surgeries by dermatologists, pediatricians and pharmacists. Aquaphor Healing Ointment® is known as a go-to universal solution that is a tried and trusted medicine cabinet staple for a variety of skincare needs, from dry, rough and cracked skin, to chapped lips and cuts. minor, including diaper rash. All Aquaphor products are free of fragrance, dyes and parabens and gentle on the skin. For more information, visit the brand on Facebook, Instagram, Twitter or on www.aquaphorus.com.

About Beiersdorf

Beiersdorf Inc is the North American subsidiary of Beiersdorf AG, which has stood for innovative, high-quality skin care and body care and pioneering skin research for nearly 140 years. Major international brands such as NIVEA, the world No. 1. No. 1 skincare brand*, EUCERIN, AQUAPHOR, COPPERTONE, LA PRAIRIE and more recently CHANTECAILLE (selective cosmetics) are appreciated day after day by millions of people around the world. Other renowned brands such as HANSAPLAST (adhesive plasters and wound care), LABELLO, FLORENA, 8X4, HIDROFUGAL, GAMMON, MAESTRO, CHAUL and STOP THE WATER WHILE USING ME!, complete the extensive portfolio. Through its wholly owned subsidiary tesa SE, Beiersdorf is also a world leader in the manufacture of technical adhesive tapes and provides self-adhesive system solutions to industry, businesses and consumers.

The Hamburg-based company generated sales of 7,025 million euros as well as an operating result (EBIT) of 828 million euros in the 2020 financial year. Beiersdorf has more than 20,000 employees in the world, which are bound by shared core values, a strong corporate culture, and the Beiersdorf goal of “Care Beyond Skin”. With its CARE+ strategy, the company is pursuing a multi-year investment program focused on competitive and sustainable growth. The program is consistent with the ambitious sustainability program, with which Beiersdorf generates clear added value for consumers, society and the environment.


1 #1 complaints include: dry and cracked cuticles, dry feet and heels, minor wound care, lip care mark, post-cosmetic in minor surgery office. Based on ProVoice polls. December 1, 2020 to November 31, 2021

2 © Ipsos | Ipsos Update – February 2022

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