Glenmark Pharmaceuticals looked to us to launch and position a new product, Dermikelp, into the complicated skin care category of skin and scalp conditions, highlighting the key product USP – that it is cortisone free. We faced the challenge that Dermikelp was new to the market with no brand equity. Additionally, the average consumer lacked understanding of the benefits of a cortisone-free product. The solution? We conceptualised a through-the-line campaign driving education, trust and relevance through the powerful positioning line: Harnessing the power of nature through science.