Re.think, re.generate, re.sults.

Problem: Our desire for that sun-kissed look means Australia has the highest rates of sun damage in the world. But this short-sighted pursuit is having long-term effects on ageing.

This means anti-aging in Australia is big business. There are over 2M consumers purchasing anti-aging products and over 70% of them are in the medium to high income brackets.

Retrieve is a prescription grade Retinoid from iNova pharmaceuticals used to fight the visible signs of sun damage, like wrinkles, but is only available via prescription from a GP or dermatologist. 

The rise in budget retinol offerings and ‘cosmo-ceuticals’ has Retrieve at risk of being out-shouted. And they’re all making big claims about efficacy.

Solution: Develop a content marketing campaign designed to reeducate Aussies that Sun damage isn’t cosmetic, it’s medical. And should be treated that way.

Executions: We needed to make Retrieve stand out by leaning into its clinical effectiveness and capitalise on the high trust Aussies place in physicians. In the zero-sum game of skincare marketing, we hoped to imply the competition, with their unsubstantiated claims and weaker concentration of active ingredients, were charlatans.

We landed on the proposition:

Sun damage isn’t cosmetic, it’s medical. Treat it that way.

Because Retrieve is a prescription product, we can't say our full brand name. But, there is one part of our name that we can say that perfectly relates to the many benefits of prescription vitamin A. 

re-
/riː,ri,rɛ/
1. once more; afresh; anew.
2. with return to a previous state. "revert"

Re hints to the prefix of the brand name without saying it. It allows us to drive demand of prescription vitamin A without mentioning the product. 

With the help of medical skin specialists and GPs, patients can 
Restart. Rethink. Regenerate. Refresh. Rewind. Reverse.

And harness the power of prescription vitamin A.

Results: Tripled the business within a year of Re.think launch. Equating in 10.5k consolations online.

Awards: PRIME – Content marketing (winner)