The new integrated campaign highlights the connection between skin health and emotional well-being.

 Aquaphor is launching its first-ever brand purpose campaign, "Before & Aquaphor." 

Inspired by the growing field of psychodermatology, this new integrated campaign highlights the connection between our skin health and our emotional well-being.

"This timely launch of 'Before & Aquaphor' introduces the brand to a new generation of skincare consumers in America, by fully embracing the idea that real skincare goes deeper than the surface of our skin," says Patricia Popowich, Brand Director of Aquaphor at Beiersdorf, in a news release. "We believe in the powerful connection between body and mind, and Aquaphor's effectiveness and versatility play a key role in promoting well-being as it relieves so many skin issues—from dry, irritated skin and chapped lips to cracked hands and feet to diaper rash. I am extremely excited about the potential of this new campaign to drive the brand forward into the next decade of growth."

The new campaign works to showcase the versatility of Aquaphor's uses and the diversity of its consumers as Aquaphor works for all people and a variety of skin issues. It will have a 360-marketing investment in digital and social platforms, dedicated public relations and professional efforts, and in-store touchpoints, with new ad creatives.

"To me, 'Before & Aquaphor' is about that feeling of relief when you can stop worrying about your skin. It's about the way Aquaphor seamlessly fits into your life and keeps you moving through it. You're having a bad skin day? No big deal. Reach for the Aquaphor in your medicine cabinet, car, or purse," says Liz Furze, Creative Director at AMP Agency, of "Before & Aquaphor" campaign. "It was amazing to work on such an iconic brand and it was easy to channel the Aquaphor customer—I have been one for years!"

For more about this campaign, visit YouTube to view the new creatives running in English and Spanish.