The new platform shining a light on sensitive skin

According to an article by Mumbrella, Ego Pharmaceuticals’ QV Skincare has launched a brand new creative platform focusing on sensitive skin and how it is discussed.

The platform, named Feel QV, was created by communications agency, Channel T, and comes shortly after Ego Pharmaceuticals expanded its relationship with the agency back in August last year.

QV senior brand manager, Samantha Franklin, said: “If you look at communication around sensitive skin up until now, it has focussed on how brands can help with the physical aspects of sensitive skin, such as dryness and irritation. As a market leader, we wanted to go one step further, and open an honest conversation about how our skin can have a physical and emotional impact on our lives.

This insight has rung true whether we are speaking about body skincare, baby skincare, facial skincare or even caring for the skin of the elderly. The ‘If you feel sensitive, Feel QV’ platform will help us be relevant to more people, and hopefully improve the skin and quality of life for many more Australians.”

Channel T executive creative director, Peter Cerny, added: “Our new creative platform Feel QV taps into a powerful consumer tension around sensitive skin, which is how sensitive skin makes a person feel. Focussing on the emotion provided for really engaging creative that’s also very distinctive for QV.”

The campaign launched with an integrated national campaign at the end of February.

Channel T has previously worked with Cellarbrations, Australian Liquor Marketers and Delux.