EltaMD
EltaMD is the skin and sun-care brand dermatologists trust and recommend most. Formulated for results, backed by clinical science, and designed for every skin type. #1 Trusted by professionals and consumers, because healthy skin starts with the right protection.
EltaMD had the product. We gave it a voice.
Propaganda, Inc. partnered with EltaMD to do what great branding does best — take a superior product and give it the market presence it deserves. The mission was clear: position EltaMD as the definitive authority in SPF sun care, from the dermatologist's office to the medicine cabinet of anyone who takes their skin seriously.
The work centered on two distinct but equally critical audiences.First, professional dermatologists — the backbone of EltaMD's distribution andthe gatekeepers of consumer trust. Earning their confidence required more thanclever creative. It demanded credibility, precision, and a deep respect fortheir expertise. Second, the broader consumer world — sun-conscious loyalistsand everyday SPF users alike — everyone under the sun.
The campaign "In It For Life"was built to bridge both worlds. A single, compelling platform that spoke thelanguage of clinical authority while resonating with the everyday consumerseeking protection they could count on. It made SPF more than a productcategory — it made it a commitment.
The result was a brand identity asstrong as the products it represented. One that commands respect in a clinicalsetting and genuine loyalty everywhere else. EltaMD wasn't just entering theconversation — it was leading it.
More work
