My Sensitive Side | Aveeno 2023

Johnson & Johnson

Challenge

Our friends at Ogilvy approached us with an Aveeno brief to challenge the stigma around sensitive skin and the perception of sensitivity in general.

Everyone is susceptible to sensitive skin and even the toughest of people have a sensitive side. But more often than not, we associate sensitivity with weakness – it’s time we kicked that stigma.

Approach

Beginning as a photography campaign, ‘My Sensitive Side’ evolved to include a powerful film. Setting out to challenge the social perception of sensitivity, we photographed and interviewed strong, yet sensitive, public figures – women who are perceived as inspirational.

Captured by the incredible Julia Fullerton-Batten, our authentic set – drawing inspiration from the work of Irving Pennn – offered a safe space for our muses to explore how sensitivity influences both their lives and their skin, celebrating it as a superpower rather than a weakness.

The film was supported by insights from renowned dermatologist, Dr. Cristina Psomadakis, “Our skin serves to protect everything inside from everything outside. It’s our amour, but it can also mirror how we’re feeling or what we’re experiencing.”

Results

The film and stills generated strong engagement across Aveeno’s owned channels and our muses’ social media channels, with some posts gaining up to 7.9 million views. The campaign’s impact also led to several of Aveeno’s products to repeatedly sell out.