Independent agency Equality Media + Marketing has landed skincare brand BIODERMA as its media planning and buying partner across Australia and New Zealand, in a win that underscores the growing importance of full-funnel strategy in the competitive beauty category.
The ongoing retained partnership will see Equality take charge of BIODERMA’s media strategy, channel planning and investment, while also developing a new ANZ Strategic Communications Roadmap aimed at aligning all agency partners behind a unified growth agenda.
At the heart of the appointment is a shift in how BIODERMA approaches media – moving beyond point-of-purchase tactics to influence consumers earlier in the journey. Equality is positioning media as a behavioural growth lever, designed to build brand presence before shoppers even step into retailers like Chemist Warehouse, Priceline and Sephora.
Founder of Equality Media + Marketing, Marilla Akkermans, said the opportunity lies in bridging the gap between scientific credibility and emotional connection.
“BIODERMA is deeply respected by those who use it. The growth opportunity is about expanding that circle—building mental availability before shoppers enter store, and ensuring the brand shows up with both authority and warmth,” she said.
“In a category where discovery is happening on TikTok but trust is still earned through science, BIODERMA has a powerful role to play. Our job is to connect those worlds and ensure media investment works harder across the full journey.”
The initial focus will include scaling BIODERMA’s hero platforms, including its sun care range, in a market where SPF carries significant cultural relevance. The strategy will blend national brand activity with retail promotional windows, using challenger-style tactics to amplify in-store presence beyond the shelf.
Karen Dooley, head of marketing ANZ at BIODERMA parent company NAOS, said the appointment marks a new phase of ambition in the region.
“The team’s experience in long-term brand building, insight-led strategic guidance, and data-driven execution will help support our ambitious growth plans across Australia and New Zealand over the coming years,” she said.
