The Opportunity
Lubriderm is a trusted everyday skincare brand, but in a crowded category filled with clinical claims and product benefits, the challenge was to remind people why they already love it — while introducing an important product improvement: now formulated with Pro-Ceramide.

The Idea
Lubriderm You Love, Now +Pro-Ceramide became the central message of the campaign, combining familiarity with innovation. The work reinforced the trust and everyday loyalty people already had with the brand while introducing a dermatologist-developed formula designed to help preserve the skin’s moisture barrier for healthier-looking skin.

Rather than overcomplicating the science, the campaign focused on warmth, familiarity, and modern craft — showing that the Lubriderm people already know and trust had simply gotten even better.

Shot by The Barkers, the work extended across film and still photography.

The Impact
The campaign helped reintroduce Lubriderm in a way that felt both familiar and new — reinforcing existing trust while clearly communicating the benefit of the updated +Pro-Ceramide formula.