Australian Skincare Icon QV Makes Global Debut with Groundbreaking Campaign
After half a century as a trusted Australian skincare staple, QV Skincare has boldly stepped onto the global stage. The brand has launched its first-ever international advertising campaign, “Skincare for Life.” This multi-platform initiative, masterminded by creative agency Those That Do, is set to roll out across Australia, New Zealand, the Middle East, South-East Asia, and China.
The campaign, filmed in the cosmopolitan city of Dubai, will be launched across various platforms. These include TV, social media, out-of-home, and digital channels. This strategic move aims to reposition QV from a clinical dermatologist recommendation to an emotional enabler of everyday confidence. The brand’s goal is to connect with the growing demographic of sensitive skin sufferers. This group now comprises nearly two-thirds of consumers who identify as having some form of skin condition.
“For more than 50 years, QV has been defined by our dermatologist-trusted heritage. But this campaign repositions our brand to meet the needs of today’s consumer,” said Simone Thomassen, QV Skincare Global Marketing Manager. “We want to show that by choosing QV, consumers can live a life unconstrained by sensitive skin.”
QV was originally developed by Australian chemist Gerald Oppenheim for Melbourne’s Queen Victoria Hospital dermatology ward. Now, the brand seeks to balance its clinical credibility with broader mainstream appeal. This is a crucial move in an increasingly competitive international skincare market.
Source: LBB Online