Brand launch

Results Built awareness and loyalty for a science-led dermocosmetics brand entering a competitive new market from zero.

80%+ of all SMM content was produced locally — the brand's communities became a benchmark for visual quality among Eucerin's global markets.

Context Beiersdorf (Nivea's parent company) was entering a new market with Eucerin — a dermatology-focused brand with strong European equity but no local recognition. Our team was brought in as the Digital & SMM partner to build the brand's digital presence from the ground up.

Challenge Eucerin sits at the intersection of beauty and medicine, a category with strict visual and messaging guidelines. The challenge was to adapt global brand communications for a local audience without losing the scientific credibility that defines the brand. Everything — content, visuals, tone — had to be built from scratch.

Strategy I led the project as the brand lead, responsible for brand communications strategy and cross-functional coordination. The core strategic decision was to treat the brand not as a beauty label but as a science and skincare authority and build all content around that positioning. I developed a content policy that balanced scientific authority with accessible, lifestyle-driven storytelling, created a local visual identity — minimalist, lab-inspired — that worked within global brand guidelines while standing out in a cluttered beauty feed, adapted all communications and guidelines for the local audience including materials for dermatologists and pharmacy staff, and built a structured approach to community engagement to grow a loyal and active audience base.

Execution Launched and maintained brand channels across Instagram and YouTube. Organized local photo productions — minimalist, product-focused shoots with scientific and laboratory visual elements. Produced Stories series covering product lines, ingredients, brand history, and skin conditions. Adapted content for multiple touchpoints: social media, healthcare professionals, and point of sale.

Built engagement mechanics to bring new audiences into conversation with the brand. Worked with opinion leaders in the beauty and dermatology space. Maintained consistent expert Q&A formats to deepen audience trust. During COVID lockdowns, coordinated fully remote production — one photographer on set, remote supervision by the team — to keep publishing without interruption.