GSK healthcare company Physiogel has launched ‘Free In My Skin’ a campaign to empower women to transform their skin health. Fronted by celebrity host Eunice Olsen as its key advocate, the campaign aims to promote Physiogel's BioMimic Technology for sensitive skin.
The creative and media agencies for this integrated campaign are Wunderman and Mindshare respectively, while Ogilvy handles PR. Seeking to empower women, the campaign comes in the wake of Physiogel's recent Asia-wide skincare study which revealed that dry and sensitive skin affects 50% of women.
The study was conducted by Physiogel in partnership with Nielsen to study close to 8,000 women across nine Asia Pacific markets: Singapore, Malaysia, Indonesia, Vietnam, Philippines, Taiwan, South Korea, Thailand, Hong Kong.
Inspired by the findings, Physiogel launched Free in My Skin to highlight that sensitivity is a source of strength for women, not a weakness.
The Free In My Skin campaign also debuts a Freedom List social media quiz that challenges women to look past their skincare insecurities and accomplish their list of five things they have always wanted to do.
From 1 April 2015, women will be able to visit www.freeinmyskin/sg to fulfil their individual Freedom Lists, from picking up a new exercise and breaking a new personal record,to achieving one’s dream job and solo holiday plans, as they free the strength in sensitivity with Physiogel.
Oliver Parkes, marketing director, GlaxoSmithKline (Consumer Healthcare Unit) said, “The Free In My Skin campaign champions the message of empowerment, reinforcing our commitment here at Physiogel.”
“With her uncompromising approach to life and skincare,and passionate tenacity in pursuing her dreams, Eunice Olsen is the perfect embodiment of female empowerment,” he added.