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Superdrug x Skinceptance

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The Challenge

Launch Superdrug’s new pharmacy Eczema and Acne Skin Advice and Treatment Service, with a campaign capable of straddling both health and beauty audiences.

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The Solution

We created a multichannel communications campaign which began with new research into people’s attitudes towards acne and eczema. Insights revealed the devastating impact that such skin conditions have on an individual’s confidence and mental health.  


Using this key learning, our campaign featured a first for Superdrug- an unedited, filter free and make up free ‘Skinceptance’ photoshoot with five diverse skincare influencers.


The powerful images captured brilliantly how a skin condition doesn’t define who you are. It had a clear focus on skin confidence and ‘skinceptance.’ and its positivity caught the attention of  key organisations including  the British Beauty Council who were keen to support the initiative.

The Outcome
  • 111 pieces of coverage within mainstream national and consumer magazines including Metro, new! Magazine, Evening Standard, You magazine, Independent.

  • Total OTS of  19.6 Million.

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