In its quest to remain at the cutting edge of a competitive market, Oxy skin care has recently moved away from its Superhero concept to a cleaner fresher look with a new key message, ‘Be Confident’.
According to Tarrin Brewin, Oxy’s marketing manager, the Superhero concept played a key role with regard to education and allowing each product to have ‘a say’ on how it could combat the evils that cause problem skin.
‘The new campaign, although fresh and funky, has a more serious message,’ says Brewin. ‘What we’ve found in our research is that the biggest effect that acne or bad skin can have on a person’s life is a diminishing self-confidence. There is already enormous pressure placed on, specifically the youth, by social media, TV, etc. Unfortunately added pressure can come from friends and family – especially if they don’t understand the causes and origins of acne. This can be quite traumatic, ultimately affecting relationships with friends and even with family. Bad skin can seriously affect one’s self-confidence which in turn can affect one’s entire world, especially as a teenager. It can affect social interaction and the need to feel accepted by peers,’ she explains.
‘Oxy’s core brand promise is to assist in offering a solution to problem skin, thereby helping consumers regain their self-confidence once again. Visually, the new campaign speaks to healthy skin. It includes fresh and invigorating images that are aspirational, ultimately leading to a feeling of ‘confidence’ and self-assurance. Oxy appeals to all walks of life, be they young, old, learners or professionals. The brand can help anyone with problem skin, pimples and mild acne,’ she says.
Produced and distributed by Mentholatum, Oxy has been around for generations. It is a global brand with formulations that have been tried and tested. Very recently, the brand introduced a Cleansing Toner with Salicylic Acid to the range, as well as a Moisturiser with an SPF of 15. With the introduction of these products, the range now offers a full skincare regime of four easy steps to a healthy skin – Cleanse, Tone, Moisturise and Treat. The easy everyday regime speaks to keeping your skin clear and healthy, as well as offering a product like OXY 10 Lotion to treat problem skin and acne.
Brewin says skincare is as important to the brand as it is to the consumer and they are therefore continuously looking at new innovative and effective products to assist in keeping skin clean and healthy.
Oxy’s new look advertising campaign is currently rolling out in print media.