Global full-service creative agency, Those That Do, has unveiled a new global campaign for Australian skincare brand, QV.
The campaign aims to re-imagine the Australian brand and reposition QV in a highly competitive international skincare market. It will run across Australia, New Zealand, the Middle East, South-East Asia and China.
The multi-platform campaign was filmed in Dubai, with creative assets set to feature on point-of-sale, TV campaign, social, out-of-home and digital channels.
QV aimed to redefine its competitive difference and place in the international skincare market, leaning into its history as a sensitive skincare brand, while also ensuring its products have mass audience appeal.
Those That Do created the “Skincare for Life” themed campaign, focused on positioning QV as a brand that enables people to live their best life.
Using imagery and video showcasing everyday human moments, enabled by the treatment of sensitive skin, the campaign aims to emotionally connect with sensitive skin sufferers and tap into their desire to live “a life unconstrained” by skin conditions.
Those That Do founder and director Ben Walker said: “We were so thrilled to be part of this important transition for QV as it launches its first-ever global advertising campaign.
“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.”
QV Skincare global marketing manager Simone Thomassen said: “We are incredibly proud to unveil QV’s first-ever global campaign, ‘Skincare for Life.’ 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
