NEW YORK: Euro RSCG Life PR has been tapped as AOR to handle teen and physician outreach for acne medication Differin Gel, a product of Galderma Laboratories.
The agency kicked off its efforts at the annual meeting of the American Academy of Dermatology, where researchers presented the results of a trial study.
"Our goal is really to assert the efficacy of the product," said Rachael Pay, MD of Euro RSCG Life PR.
On the consumer side, the agency is targeting two audiences - teens (13-17 year-olds) and young adults (18-24 year olds) - with the message that they should "take charge" of their skincare.
Research has shown that most teens exhaust treatments available at pharmacies and supermarkets before they seek a prescription medication, according to Pay. "A lot of very precious time passes before they get in to see a physician," she says.
Euro RSCG is still in the early planning stages of the campaign, but is considering delivering the message through events and influential spokespeople. The PR campaign will also be integrated with advertising and interactive efforts.
The agency won the business after a three-way competitive pitch. It has worked with Galderma for the past five years on Tri-Luma Cream, which treats the skin darkening condition melasma, and MetroGel, a rosacea product.