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Sunscreen Painting

Beiersdorf (Thailand)

Issue 38 | March 2016

Background

Eucerin is the leading pharmaceutical skincare brand in Thailand. It roots in the deep belief of 'Skin Science that Shows'. The brand prides itself on understanding how human skin works better than any other skincare brands, due to its commitment on continuous scientific research and development on skin knowledge for more than a hundred year. The brand currently enjoys the number one position with a big gap to number two across all skin care segments. However, a threat came as a competitor in the sun screen market recently gained a massive social share of voice and sales. Their accelerated sales growth came with WOM on how this brand's sun protection has the lightest cream texture, which inherently would best suit acne-prone skin user. The challenge was to stop this growth and strongly defend the number one position.

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