Ceradan - Protect Your Barrier
SEA Market

Brand Communication Campaign & Activation
Project of Lonsdale Singapore

Ceradan has established itself as a trusted brand among dermatologists and paediatricians, known for its high-quality formulations and proven effectiveness in managing sensitive skin and eczema.

However, it is often perceived as a niche, specialty treatment rather than a daily skincare solution. To broaden its appeal, Ceradan partnered with Lonsdale to elevate the brand’s communication, aiming to increase brand awareness, highlight the science behind its formulations, and unlock its full market potential in high penetration markets like Singapore and Malaysia, and new markets like Vietnam.

The specialty skincare treatment category is saturated with brands vying for consumer attention. To help Ceradan break through the noise, we aimed to develop a unique campaign that stands out both visually and verbally, focusing on three key strategies:

• Owning Pink: While Ceradan also uses white and blue to communicate a more clinical language, the strength of pink in
  our visual assets helps to drive visual cut-through.
• Aspirational Lifestyle: With expertise being seen as tablestakes in the skin-barrier market, having a talent presence serves as a visual representation of how the brand’s expertise enables a life unhindered by skin barrier concerns.
• Establishing Superiority: Position Ceradan’s 3:1:1 ceramide-dominant formulation as superior to competitors, highlighting
  its advanced science and proven efficacy.