Skincare brand QV launches first global campaign ‘Skincare For Life’ via Those That Do

Global full-service creative agency Those That Do has unveiled a new global campaign for beloved Australian skincare brand QV, the first campaign of its kind in the brand’s 50-year history.

The campaign, which will run across Australia, New Zealand, the Middle East, South-East Asia and China, is a global re-imagining of the iconic Australian brand, aimed at repositioning QV in the highly competitive international skincare market.

The multi-platform campaign, created by the Those That Do Sydney team, was filmed in Dubai, with creative assets set to feature on point-of-sale, as well as a TV campaign, plus social, out-of-home and digital channels.

For its first-ever global campaign, QV aimed to redefine its competitive difference and place in the international skincare market, leaning into its history as a sensitive skincare brand, while also ensuring its products have mass audience appeal.

Those That Do created the “Skincare for Life” themed campaign, focused on positioning QV as a brand that enables people to live their best life – every day.

Using imagery and video showcasing everyday human moments, enabled by the successful treatment of sensitive skin, the campaign aims to emotionally connect with sensitive skin sufferers and tap into their desire to live “a life unconstrained” by skin conditions.

Those That Do Founder and Director, Ben Walker, said: “We were so thrilled to be part of this important transition for QV as it launches its first-ever global advertising campaign.

“Having worked with QV for many years, we had a deep understanding of its long-held association with caring for sensitive skin – it’s been the brand’s competitive advantage in-market, and the reason why it has been sought out by so many customers.

“Over time, we’ve seen a shift in the skincare category, with more people self-diagnosing as sensitive skin sufferers. Nearly two-thirds of people now identify as having some kind of skin condition. This has opened up the market to new skincare brands, as well as existing skincare companies extending their range to the sensitive skincare category.

“For QV, this shift created a pivotal moment – a time for the brand to redefine its competitive difference and place in the market. Together, we spent time understanding the emotional impact of sensitive skin and its impact on day-to-day life. This unearthed a strategic opportunity to position QV as a brand that allows consumers to simply live more confidently, something which is often prevented by sensitive skin.”

QV Skincare Global Marketing Manager, Simone Thomassen, said: “We are incredibly proud to unveil QV’s first-ever global campaign, ‘Skincare for Life.’ 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. We want to show that by choosing QV, consumers can live a life unconstrained by sensitive skin.

“This campaign is an emotional connection that positions QV not just as a solution, but as an enabler, allowing our customers to confidently step into every moment of their lives, every single day.”

QV is one of Australia’s most popular and longest-running skincare brands, well-known for its gentle formulas and products designed for dry and sensitive skin.

The brand has been a trusted name in sensitive skincare for more than 50 years, having first been developed by Australian chemist Gerald Oppenheim and his wife, Rae. Oppenheim was tasked with making a specialist skincare product for the dermatology ward at Melbourne’s iconic Queen Victoria Hospital. The product later became known as QV Bath Oil, in honour of the hospital.

Those That Do is one of Australia’s fastest-growing independent agencies and has worked with QV Skincare since its 2022 inception.

Agency: Those That Do
Production Company: electriclime
Client: Ego Pharmaceuticals