The beauty industry is arguably one of the most saturated, with hundreds of products launched every minute. That makes competition exceptionally hard and brands now go to great lengths in order to stand out.

In an attempt to do just that, launch marketing agency Five by Five came up with an original idea for the promotion of medicated skincare brand Dermalex: a nationwide roadshow. Occasioned by the launch of Dermalex’s new Repair + Restore moisturiser, Five by Five not only came up with the idea for the roadshow, but it was also in charge of the implementation of the concept and the roadshow’s production.

The roadshow consisted of a fully-branded van that gave passers-by the chance to try the new moisturiser, have the hydration levels of their skin analysed and experience a free hand massage. Show took to the road in London – where the public got a chance to discuss the product with beauty influencer Hayley Hall – Cardiff, Manchester and Glasgow. Dermalex hoped to bring attention to the brand and expand its reach, establishing it as a worthy competitor in the medicated beauty category.

Naomi Snuggs, head of PR at Five by Five, says, “As this is our first campaign with Dermalex, we wanted to create a fun, bespoke launch experience that represents the brand while also showcasing the new Repair + Restore product. It’s becoming increasingly hard to stand out in such a crowded marketplace, so we’ve created an experience that enables the public to learn about the product in a new and interesting way.”

In light of the Repair + Restore launch, Five by Five conducted research, in which 2,000 women across the UK took part. The research gave insight into the condition of women’s skin in the UK, revealing that a third of them suffer from dry skin, a condition that makes one fifth refuse to leave their home. Another interesting conclusion that came from the survey’s results, was that during their lifetime, women they will throw away approximately £600 worth of skincare products, due to the products failing to do what they promise.

Bree Hammond, brand manager of Dermalex, says, “How we feel about our skin massively affects our self confidence, and in a cluttered skincare category, it’s really difficult for consumers to find effective products. We wanted to change this and launch a dry skin solution that can actually help prevent flare ups. Repair + Restore is a game-changing product, and Five by Five’s launch prowess allows us to get this onto the streets and into the hands of the people who need it.”

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