The marketing campaign budget for Dermalex has been doubled to £2.4 million for 2018. The ‘Stronger skin, stronger within’ campaign starts with a TV ad campaign focusing on eczema on air for six weeks from February 19.

An eight-week campaign in April will focus on rosacea, with a third peak of activity starting in September for 12 weeks. The campaign will be supported by activity across Facebook and Instagram, while POS and training materials will be rolled out to pharmacies.

Timings for the campaign tie-in with the seasonality of skin conditions, says Perrigo senior marketing director Holly Turner, as eczema flare-ups are more likely in cold weather, while rosacea is more prominent when the weather starts to warm.

Perrigo: 0800 1216909