Merz Pharmaceuticals has launched a new advertising campaign for its flagship and category-leading scar therapy product, Mederma. According to the company, the new “Anthem” campaign focuses on conveying the key brand promises of empowerment and increased confidence and incorporates the tearing up or tossing away of old photos to illustrate that with Mederma, users can move beyond the feelings of self-consciousness and embarrassment often associated with noticeable scars.

“The new campaign was developed based on extensive consumer research into the emotional impact of scars,” said Jessica Wright, senior brand manager for Mederma. “Our research showed that noticeable scars make women feel self-conscious, less attractive and less confident about their appearance.As a result, women often wear certain clothing to hide their scars, and will try to make sure their scars are not showing in photos. Our new campaign is intended to let women know that they can do something about the appearance of their scars, which can help enhance their self-confidence.”

The campaign also introduces the new “Leave Your Scar Behind” tag line for the Mederma brand.This parting thought is intended to reinforce the idea that by reducing the appearance of a distracting scar, users can also move ahead emotionally by leaving the memories of their scars in the past.

The “Anthem” campaign will air on national network television and in women’s print advertising.