Eucerin

Medical Skin Care

Eucerin – Medical Skin Care

Logo Eucerin

Brand / Project

Eucerin® Medical Skin Care

Client

Beiersdorf AG

Origin of Client

Germany

Industries

Beauty & Health

Target Group

B2B, B2C

Client Duration

1996 – 2016

Project Duration

1996 – 2016

Agency

Industrie-Contact

Summary

Eucerin is one of the most important pharmacy cosmetics brands in Germany.

For over a century, Beiersdorf, the company behind the Eucerin brand, has stood for groundbreaking innovations in skin care products. From the very beginning, research and product development formed an inseparable unit with dermatological research.

Industrie-Contact has been responsible for PR work for the Eucerin brand towards end consumers and dermatological media for more than three decades.

Strategy

Print and online media have a high relevance in the area of beauty PR, which is why the focus was on magazines and portals with a high reach.

Focus on brand quality and innovation as well as research & development.

Individual media pitching by using personal journalist contacts.

Execution and creativity

Per campaign development of PR hooks / PR angles, which best captured the core of the respective product.

Text creation by top beauty journalist, who creatively implements the topics and integrates current beauty trends.

Product presentation at beauty events for journalists and bloggers.

Visits to editorial offices in Hamburg, Munich and Offenburg.

Samples sent to top-notch journalists.

 

Results

  • Over the years, the number of publications has increased from 100 to 200 to over 800 per year, mainly in high-quality women’s, yellow press and specialist media (PTA and pharmacy media, print and online)