First in 50 years.
QV is redefining itself in a competitive skincare market in a campaign via Those That Do.
“We were so thrilled to be part of this important transition for QV as it launches its first-ever global advertising campaign,” Those That Do founder and director, Ben Walker.
“Having worked with QV for many years, we had a deep understanding of its long-held association with caring for sensitive skin - it’s been the brand’s competitive advantage in-market, and the reason why it has been sought out by so many customers.
“Over time, we’ve seen a shift in the skincare category, with more people self-diagnosing as sensitive skin sufferers. Nearly two-thirds of people now identify as having some kind of skin condition. This has opened up the market to new skincare brands, as well as existing skincare companies extending their range to the sensitive skincare category.
“For QV, this shift created a pivotal moment - a time for the brand to redefine its competitive difference and place in the market. Together, we spent time understanding the emotional impact of sensitive skin and its impact on day-to-day life.
"This unearthed a strategic opportunity to position QV as a brand that allows consumers to simply live more confidently, something which is often prevented by sensitive skin.”
The campaign will run across Australia, New Zealand, the Middle East, South-East Asia and China.
“We are incredibly proud to unveil QV's first-ever global campaign, 'Skincare for Life,” QV Skincare Global Marketing Manager, Simone Thomassen.
“For more than 50 years, QV has been defined by our dermatologist-trusted heritage, but this campaign repositions our brand to meet the needs of today's consumer. We want to show that by choosing QV, consumers can live a life unconstrained by sensitive skin.
“This campaign is an emotional connection that positions QV not just as a solution, but as an enabler, allowing our customers to confidently step into every moment of their lives, every single day."
Creative Credits:
Agency: Those That Do
Production Company: Electric Lime
Client: Ego Pharmaceuticals
