Psoriasis sufferers have too often been sold ‘miracle cures.’ But as a proven Rx product, trusted by doctors for over 20 years, we were challenged to launch Dovonex over the counter in Ireland, and communicate to a disbelieving audience.
Psoriasis is unpredictable, unpleasant and damaging to individual self-confidence. One sufferer told us she used to shower in the dark because she couldn’t stand seeing her psoriasis in the mirror.
Instead of the mirror being an upsetting daily reminder of the condition, we made it the positive symbol of a product that helps you ‘love your skin again.’
We designed a new pack for the pharmacy shelf and launched the brand, with the campaign living online, in print, POS and radio.