Eucerin, a dermatologically grounded skincare brand with a strong scientific heritage, has partnered with Aller Media to translate its innovations into culturally relevant narratives. Over the years, this collaboration has evolved from episodic campaigns to a strategic, year-round partnership — enabling the brand to maintain visibility, strengthen perception, and engage a clearly defined audience throughout the year.
Target Audience:
Campaign Objectives:
Skincare is inherently invisible: the benefits are not immediately apparent, and consumers often struggle to connect emotionally with products that do not deliver instant visual impact. The challenge was to create campaigns that are culturally resonant and engaging, while keeping the products and their scientific benefits front and center — without losing narrative credibility or authenticity.
Skincare is often seen as complex and intangible, and consumers frequently feel uncertain about which products, routines, or habits truly benefit their skin. Across all ages, people are aware that past choices may not have been optimal — whether due to limited knowledge, changing needs, or evolving trends. These experiences create an opportunity: by communicating honestly and authentically, Eucerin can position itself as a trusted guide that helps consumers make informed, meaningful choices. When skincare is presented through credible human voices and relatable stories, it becomes tangible, approachable, and relevant — even if the results are gradual and not immediately visible.
By building year-round narratives around real experiences, cultural moments, and credible personalities, Eucerin can maintain visibility, reinforce trust, and consistently communicate product benefits. Human voices, relatable stories, and culturally relevant content allow the invisible benefits of skincare to be experienced, understood, and emotionally appreciated.
Aller Media and Eucerin have developed one of the most strategically aligned client partnerships in our portfolio. Over the years, trust has allowed us to create campaigns that balance product focus with native storytelling. Each launch and concept integrates naturally into our formats — from native video to long-form articles — while ensuring that the product remains central and credible.
A key component of this partnership has been the integration of Aller Media’s in-house social media distribution platform, Sparks. By activating carefully selected Sparks profiles — real, trusted voices within our ecosystem — we were able to extend the campaigns into social environments in a way that felt genuine, grounded, and consistent with the editorial context.
Eucerin demands strong product visibility. By embedding product narratives within larger human stories, we ensure the product is never lost — instead, it gains context and meaning. This approach allows campaigns to be both emotionally resonant and commercially effective, giving permission to feature product benefits prominently without feeling intrusive.
The use of Sparks profiles further strengthened this balance. Rather than relying on traditional influencer marketing, we collaborated with credible, recognizable personalities within our own network. Their participation added authenticity and relatability, making the scientific benefits feel accessible and real in everyday life.
Through credible voices and authentic storytelling, we communicate benefits that are not immediately visible. Profiles — widely recognized personalities rather than typical influencers — share experiences that reflect everyday skin concerns, translating scientific benefits into relatable narratives. This approach transforms invisible advantages into compelling stories that engage and educate the audience.
Across three consecutive campaigns, the unified always-on strategy consistently outperformed KPIs – proving that long-term strategic consistency drives stronger results than isolated bursts.
Video performance exceeded benchmarks by up to +391%
View-Through Rates consistently 64–69%
(benchmark 60–80%)
Time spent on native articles: 2:35–2:52 min
(well above benchmark 1:30–2:30)
Up to +56% over-delivery on native article page views
Social reach of 464,000 (vs. 360,000 benchmark)
