Perrigo, a leading provider of medicines and healthcare products, is to make its largest marketing investment yet for skincare brand Dermalex with a total spend of £2.4 m.

The television campaign, created by advertising agency Hometown as part of Dermalex’s ‘Stronger skin, stronger within’ marketing campaign, will be on air from 19th February 2018 across the main broadcast channels. This initial burst of activity will focus on Dermalex’s eczema treatment and continue for six weeks. The campaign will be supported with running paid social content across Facebook and Instagram, after Dermalex’s initial social media roll out in October 2017. The brand will also partner with key influencers, blogger and vloggers.

Subsequent activity in April will focus on rosacea for eight weeks, with a third peak of activity in September continuing for 12 weeks. Print adverts for the rosacea treatment will appear in national newspapers and ABC1 female consumer magazines including Cosmopolitan, Grazia, Daily Mail and Evening Standard in April.

Holly Turner, senior marketing director at Perrigo, said, “Symptoms of skin conditions such as eczema, acne, psoriasis and rosacea can heighten insecurities and affect self-confidence. We are therefore excited to launch this campaign and showcase Dermalex to consumers as a product that is moisturising, protecting, and gentle on the skin, and that works to makes you feel good both inside and out.”

David Gamble, co-founder and ECD at Hometown, said, “Confidence is a word too freely banded about in advertising. But when we spoke to people suffering from skin conditions, it was clear their confidence was deeply affected. ‘Stronger skin, stronger within’ gives Dermalex a platform to build on over time, and a simple mission to help people with skin conditions regain their confidence.”

Throughout 2017, £1.2 mwas spent on marketing for Dermalex.