Bepanthol, well-known and trusted brand with 75 years of medical expertise behind, has been offering various skin care, baby care, wound healing and sensitive skin products and solutions to Turkish consumers for years.
Bepanthol Dry Skin product range on the other hand, had been competing within the Skin Care category and needed to gain popularity. Bepanthol Dry Skin family needed to shift its perception from “mom’s medical cream used only when treatment needed ” to “a loved part of the daily skin care routine”.
Skin care category brands were featuring a glamorous world and we needed to differentiate in the clutter. Therefore a simple celebrity beauty campaign wasn’t enough.