03.08.22
In honor of the fifth annual Retinoid Education Week, Differin, a leading consumer acne brand from Galderma Laboratories, LP and maker of Differin Gel, the first FDA-approved, dermatologist-developed prescription-strength over-the-counter acne retinoid, is launching a digital and audio marketing campaign that will culminate in a strategic partnership with Acast Creative and top-ranked podcast Fat Mascara.
Having commenced on Sunday, March 6, the initiative continues the brand's commitment to addressing the complexity of treating acne and how retinoids can help achieve long-term results. The omni-channel approach will include a virtual consumer event alongside robust social, digital, influencer and in-store activations as well as a special episode of Fat Mascara.
"As a leader in treating adult acne, Differin has helped millions of consumers achieve real results with Differin Gel, but we know that among the 50 million Americans with acne, many are still looking for clear skin solutions," said Lisa Morris, newly-appointed vice president and general manager of US consumer business at Galderma. "I'm thrilled to join Galderma and witness Differin's steadfast commitment to education and helping consumers achieve clear skin, especially through Retinoid Education Week efforts, which harnesses the influential voices of medical, beauty and acne experts that our consumers turn to in their digital feeds daily."
Differin Gel's 2016 switch from prescription to over-the-counter was widely recognized as a beauty industry game changer within the acne category. Its powerhouse ingredient, adapalene 0.1%, is an acne-fighting retinoid that treats acne differently by helping clear and prevent future breakouts. To further amplify education around retinoids, Differin tapped Fat Mascara to host the first "Retinoid Roundtable" virtual panel event, which takes place Tuesday, March 8. (Learn more and register at RetinoidRoundtable.com to attend.) Fat Mascara founders and beauty editorial veterans, Jennifer Goldstein Sullivan and Jessica Matlin, will give consumers a unique opportunity to learn about the acne-fighting power of retinoids alongside board-certified dermatologist, Dr. Camille Howard-Verovic and real Differin Gel users.
To further extend Retinoid Education Week's reach, Differin is in its fourth year of association with Walgreens to drive awareness about the power of retinoids and how they, alongside a consistent skincare routine, provide a different way to treat acne. Throughout the week, Walgreens and its team of in-store beauty consultants will encourage consumers to learn more about retinoids through educational digital content, in-store touchpoints, and sales promotions.
"Retinoid Education Week provides our beauty consultants with a unique opportunity to educate consumers on how to best treat their acne and achieve clear skin," said Lauren Brindley, group vice president of beauty and personal care at Walgreens. "At Walgreens, we are committed to providing our customers with access to the most innovative and efficacious beauty and skincare brands, and now more than ever they want to understand the products they're using. We're thrilled to continue our successful relationship with Differin while celebrating Retinoid Education Week."
Unlike other over-the-counter acne treatments, topical retinoids, including Differin Gel, are applied to the whole face and work to clear existing acne breakouts and prevent new acne from forming by regulating skin cell turnover to keep pores from clogging, ultimately restoring skin tone and texture. While some users see a difference in their skin after only two weeks, Differin Gel should be used consistently for 90 days to see significant results that only get better with continued use. In a clinical study, Differin Gel provided up to an 87% reduction in acne lesions after 12 weeks, which will continue to improve with further use.
"Retinoids have been trusted and recommended to treat acne by dermatologists for more than 20 years," says Dr. Camille Howard-Verovic, Differin consulting dermatologist and board-certified dermatologist. "Over-the-counter retinoids like Differin Gel provide accessible, effective treatments for those with acne. However, continued education remains important for optimal results, as we often see a lack of compliance with retinoids. Consistency and patience are key when it comes to incorporating a retinoid into skincare routines."
Differin's full portfolio of products provide solutions to treat the full life cycle of acne and can help target specific concerns, such as treating mild to moderate acne, minimizing pores, improving radiance, smoothing texture, and even improving overall skin clarity. In addition to bringing clinically-proven products to the market, Differin also provides consumers with Clarity Collections—dermatologist-recommended skincare routines—and the Clear 90 app, a one-of-a-kind app where users can track their skincare journey for 90 days with daily image uploads and reminders, and useful tips, tricks and perks along the way.
For all Retinoid Education Week content and access to leading dermatologists for expert advice on retinoids, tune in daily at @DifferinUS on Instagram, Facebook and Twitter for a chance to be rewarded with product giveaways. Additional brand content can also be found on the campaign's dedicated page here.
