Aveeno® Brand Launches New Campaign #SkinVisibility

As part of the Aveeno® brand’s ongoing commitment to helping its consumers find relief for sensitive skin, the brand recently launched its latest campaign, #SkinVisibility, addressing the underdiagnosis, care and treatment of eczema on Black skin — one of the most prominent chronic diseases impacting the Black population today. To help address Black skin health inequities, Aveeno® aims to help 100,000 Eczema Warriors find relief in the next six months through educational resources, tools and products, which begin their rollout today.

Tapping into its rich scientific legacy in areas that impact skin, #SkinVisibility marks the brand’s latest effort to bring together a roster of dermatologists, skin health advocates, people with eczema and celebrities to drive conversation around the skin condition’s disproportionate impact on the Black community, despite the issue’s overall lack of visibility in mass media and educational content.

Providing additional context to the issue of underdiagnosis, a recent study* found that less than five percent¹ of the images in general medicine textbooks showed conditions on darker skin. As a result, doctors have had difficulty recognizing the condition in skin with more pigment, and furthermore, has left Black people with eczema without the information they need for proper diagnosis.

“The journey to skin health equity for the Black population is far from over,” said Aveeno® Senior Director, Suzanne Goldstein. “That’s why at Aveeno, we are committed to doing our part to help close the educational gap to Black skin health resources and tools for diagnosis. Using our platform and the launch of our #SkinVisibility campaign, we will continue to elevate important conversations around skin of color.” To help people with eczema recognize key symptoms and find solutions, the #SkinVisibility campaign makes its debut with:

The “Eczema in Skin of Color” Digital Hub

A dedicated one-stop resource for people of color, that brings visibility to eczema on Black skin. The digital hub includes:

• A quiz to help people with eczema identify telltale symptoms of eczema;
• Community feedback loop driven by personal testimonials on the road to identifying and treating eczema;
• A holistic lifestyle guide for prevention & management;
• Information on the power of oat in an eczema regimen, highlighting the Aveeno® Eczema Therapy product portfolio.

#SkinVisibility Digital Talk Series

A three-part talk series now available on Aveeno Instagram TV (@AveenoUS), hosted by Aveeno® Principal Scientist, Sabrina Henry, that addresses the disparities in Black skin health care & treatment, equitable access to resources/products and the importance of brands playing meaningful roles in closing the gap. Topics and participants include:

• “From the Lab to the Shelf, Bringing Visibility to All Skin Tones”: Actress and Black skin health equity advocate, Tia Mowry (@tiamowry) joins Sabrina to discuss the lack of visibility for Black skin in the beauty industry, skincare treatment and mass marketing and advertising;
•  “How to Identify, Treat & Love the Skin You’re In”: a Board-certified Dermatologist, Dr. Camille Howard-Verovic (@dermbeautydoc) and Black skin health equity advocate, Ashley Lora (@ashleyannlora) join Sabrina to discuss how eczema manifests itself on Black skin, the mental health challenges that can arise and how to care for yourself and your skin;
•  “Closing the Gap on Black Skin Health Disparity”: Naaya (@naayawellness) founder and educator, Sinikiwe Stephanie Dhliwayo (@sinikiwe.stephanie) and Black skin health equity advocate, Ashley Wall (@itchin87) will join Sabrina in a conversation around the work that can be done to amplify and spotlight Black skin health within their own brands, communities and to their audiences, from providing accessible tools to increasing education.

Aveeno® Baby’s “Eczema Equality” Content Shoot

To address the discrepancy in eczema marketing and over index of Caucasian baby visibility, Aveeno® has also launched the “Eczema Equality” content shoot, shot by CreativeSoul Photography, that puts the spotlight on the individual stories of parents struggling with eczema care for their babies in a Caucasian-dominated category. The effort is available to view on Aveeno.com/baby.

Eczema sufferers have long found relief through Aveeno® and Aveeno® Baby’s Eczema Therapy product line, offering ceramide, as well as colloidal oatmeal, which has been clinically shown to help reduce the itching and irritation of eczema. Recommended by dermatologists to treat the skin condition, Aveeno® Eczema Therapy provides 24 hours of moisture to skin that needs it most. For more information on Aveeno® and the #SkinVisibility campaign, please visit Aveeno.com.

For more information about #Skinvisibility, watch our video: