Q] What was your vision behind the Project Skin Deep campaign?
Our creative brief to Leo Burnett was clear: this is a science-backed brand rooted in the science of healthy skin. While I won’t delve into the details of pH 5.5 and its role in protecting the skin barrier, our messaging needed to be disruptive and truthful. This campaign reimagines the skincare and beauty industry by shifting focus from outward appearance to evidence-based skin health. The idea evolved from asking the question, ‘What does healthy skin really mean?’ to exploring the science beneath the surface— ‘How does the skin work and how does the product support it?’ It is a fresh take on beauty, breaking traditional category codes while remaining authentic and honest in every depiction.
Q] You partnered with Leo Burnett and also with people from the health sector for this project. Can you tell us more about the collaborative process?
This project has been incredibly rewarding, as it brought together diverse teams in a unique collaboration. What started as a brief to Leo Burnett, evolved into a compelling vision that required inputs from a wide array of partners. We connected with scientists globally—from London to Germany—and ultimately collaborated with Dr. Aseem Sharma, a dermatologist in Mumbai. This partnership was transformative; Dr. Sharma, initially sceptical, eventually devised a groundbreaking approach to bring our vision to life. It was a perfect synergy: pure science, our brand’s strategic perspective, and Leo Burnett’s creative artistry, all aligned to redefine how we talk about skin health in an authentic and disruptive way.
Q] How did your marketing mix look for this campaign?
The campaign was designed with a clear focus on making its message visually compelling and easy to understand. Recognising that the concept might not be immediately evident to consumers, we ensured a multimedia approach to bridge that gap. The campaign kicked off with striking visuals showcased across various cities, supported by a film to convey the main message across YouTube, Instagram, Connected TV, and OTT platforms. To amplify this, we leveraged content creators—both beauty influencers and skincare experts—who are actively educating audiences about the concept of a natural barrier. This mix of outdoor visuals, digital films, and expert-led content ensures a well-rounded strategy to inform and engage consumers effectively.
Q] How is this initiative different from others in terms of marketing mix?
As a brand, we have leveraged outdoor advertising before, but this time, we are focusing on amplifying conversations and getting more people engaged. While we have worked in this space, scaling up outdoor campaigns is new territory for us. After choosing the city, the challenge is to ensure strong representation across multiple sites. This is the first time we are giving this medium such a significant scale.
Q] Which is the bestselling range of Sebamed in India?
Sebamed operates in two primary segments: baby skin care and adult skin care, which can broadly be classified under beauty and personal care. As a premium brand, Sebamed has established itself as a leader in baby care, with products like gentle wash, lotion, rash cream, and baby lip balm consistently earning positive reviews from mothers. This category remains a cornerstone of its equity. However, Sebamed is also expanding its presence in the fast-growing beauty and personal care segment, albeit as a smaller portion of total sales. Key products in this category include the anti-dandruff shampoo and clear face range, such as hydrating foams and gels. The brand’s focus is on increasing market penetration by driving trials, achieved through heightened awareness and expanded distribution.
Q] How would you assess Sebamed’s business performance at the halfway point of FY2024?
Fundamentally, the growth has been good. Despite the challenging environment, it is in strong double digits; it is definitely an upward momentum, and that too across both our portfolios. However, what remains more critical for a brand like ours is–to make more trials possible, drive a lot more awareness and be available at multiple touch points.
PROFILE
Karan Goel, Marketing Head at Sebamed India - USV Pvt Ltd, leads its next growth phase, focusing on consumer insights, brand strategy, and portfolio innovation. A MICA alumnus with 16+ years in FMCG, including 13+ at Unilever, he transformed brands like Clinic Plus with insight-driven campaigns. Karan now redefines Sebamed’s connections in baby care and personal care segments.
ABOUT THE BRAND
USV Private Limited is a leading pharmaceutical player with over six decades of impeccable legacy driven by its credo values, and commands leadership positions in diabetes and cardiac care segments in India. USV entered into license agreement with Sebapharma, Germany, (Makers of Sebamed) in the year 2008 for sales and marketing of Sebamed range in India. Over time, thanks to the strong equity in Rx ecosystem as well as fast-spreading word-of-mouth, the awareness-generation inputs started accelerating the growth – increasing 6x – 8x across both Baby Care and Personal Care respectively. Today, USV’s Sebamed portfolio boasts 53 products available across PAN India, dominating the premium baby care segment and emerging as a fast-growing player in adult skin care and hair care.
FACTS
Creative Agency: Leo Burnett
Media Partner: T & P Partners (Group M Media Pvt. Ltd.)
