Aveeno Launches #SkinVisibility Campaign

October 8, 2021
Aveeno Launches SkinVisibility Campaign image

The new campaign aims to drive equitable access to educational tools, resources and product for eczema diagnosis and care on Black skin.

Aveeno’s new #SkinVisibility campaign aims to address the underdiagnosis, care and treatment of eczema on Black skin.

The campaign, which launches during Eczema Awareness Month, underscores the brand's pledge to help 100,000 people with eczema find relief in the next six months through educational resources, tools, and products.

"Black skin health has long gone underreported, undiagnosed and unseen by the masses. As a result, my self-confidence was tested when I first began to suffer with eczema, with little information to turn to," says actress, entrepreneur, and Aveeno #SkinVisibility partner, Tia Mowry, in a news release. "That's why I am thrilled to be partnering with Aveeno to drive visibility to eczema and diagnosis on Black skin, so that others who may be struggling can finally find relief."

Providing additional context to the issue of underdiagnosis, a recent study found that less than five percent of the images in general medicine textbooks showed conditions on darker skin. As a result, doctors have had difficulty recognizing the condition in skin with more pigment, and furthermore, has left Black eczema sufferers without the information they need for proper diagnosis.

 "The journey to skin health equity for the Black population is far from over," says Aveeno Senior Director Suzanne Goldstein. "That's why at Aveeno, we are committed to doing our part to help close the educational gap to Black skin health resources and tools for diagnosis. Using our platform and the launch of our #SkinVisibility campaign, we will continue to elevate important conversations around skin of color."

The #SkinVisibility campaign makes its debuts with:

The "Eczema in Skin of Color" Digital Hub

A dedicated one-stop resource for people of color, that brings visibility to eczema on Black skin. The digital hub includes:

  • A quiz to help potential sufferers identify telltale symptoms of eczema
  • Community feedback loop driven by personal testimonials on the road to identifying and treating eczema
  • A holistic lifestyle guide for prevention & management
  • Information on the power of oat in an eczema regimen, highlighting the Aveeno Eczema Therapy product portfolio

#SkinVisibility Digital Talk Series


Hosted by Aveeno Principal Scientist Sabrina Henry, thus three-part talk series on @AveenoUS will address disparities in Black skin health care & treatment, equitable access to resources/products, and the importance of brands playing meaningful roles in closing the gap. Topics and participants include:

  • "From the Lab to the Shelf, Bringing Visibility to All Skin Tones": Actress and Black skin health equity advocate, Tia Mowry (@tiamowry) joins Sabrina to discuss the lack of visibility for Black skin in the beauty industry, skincare treatment, and mass marketing and advertising. (October 14 @ 5 PM ET / 2 PM PT)
  • "How to Identify, Treat & Love the Skin You're In": a board-certified dermatologist joins Black skin health equity advocate, Ashley Lora (@ashleyannlora) join Sabrina to discuss how eczema manifests itself on Black skin, the mental health challenges that can arise and how to care for yourself and your skin. (October 21 @ 5 PM ET / 2 PM PT)
  • "Closing the Gap on Black Skin Health Disparity": Naaya (@naayawellness) founder and educator, Sinikiwe Stephanie Dhliwayo (@sinikiwe.stephanie) and Black skin health equity advocate, Ashley Wall (@itchin87) will join Sabrina in a conversation around the work that can be done to amplify and spotlight Black skin health within their own brands, communities and to their audiences, from providing accessible tools to increasing education. (October 28 @ 5 PM ET / 2 PM PT)

Local Community Events

Aveeno partnered with the Center for Black Women's Wellness, an Atlanta-based organization working to ensure local Black women and families have access to quality healthcare, to drive conversation on the issue of eczema through intimate, interactive experiences amongst its local market, including:

  • #Skinvisibility Digital Workshop: A roundtable discussion on "What It Means to be an Eczema Warrior." For more information and to RSVP, please visit here.
  • CBWW Annual Health Expo: Educational sponsorship and product sampling at the organization's Annual Health Expo on November 13.

Aveeno Baby's "Eczema Equality" Content Shoot

To address the discrepancy in eczema marketing and over index of Caucasian baby visibility, Aveeno reveals the "Eczema Equality" content shoot, shot by CreativeSoul Photography, that puts the spotlight on the individual stories of parents struggling with eczema care for their babies in a Caucasian-dominated category. The effort is available to view on Aveeno.com/baby, and will be further amplified through a digital strategy that includes public relations, social media, digital advertising and more.

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