EltaMD

IN IT FOR LIFE

Propaganda, Inc. embarked on a transformative journey in collaboration with EltaMD, aimed at solidifying the brand’s market presence and establishing it as a frontrunner in SPF sun care products. This involved the strategic development of a comprehensive brand and marketing identity. The primary objective was to position EltaMD as a preeminent authority in the realm of SPF sun care products. Propaganda meticulously crafted a cohesive creative and communication platform that resonated with two distinct yet equally vital target audiences.

The first facet of the work was dedicated to connecting the brand with professional dermatologists, who serve as the primary distribution channel for EltaMD products. Propaganda tailored their approach to enhance EltaMD’s credibility and authority within this specialized field, reinforcing the brand’s expert status. Simultaneously, they undertook the challenge of engaging a broader consumer base, ranging from the sun-conscious enthusiasts to casual users of SPF products. This expansive demographic was aptly dubbed “everyone under the sun.” 

The campaign, “In It For Life” bridges the gap between these two diverse audiences, crafting a narrative that highlighted EltaMD’s superior quality and efficacy while making SPF protection an essential part of everyday life. The outcome of this partnership was a finely tuned brand identity that not only resonated with dermatologists but also captivated the hearts of individuals seeking reliable and effective sun protection.