The Challenge: As specialists in health PR, Aubergine was tasked by AxisBiotix to generate high-impact press coverage for the launch of its “next generation” drinkable skincare range in Superdrug.
The product range, positioned as a science-backed solution for acne, blemishes, and dry, irritated skin, needed to stand out in an increasingly saturated wellness market, while also building trust in a relatively new category: what we dubbed “drinkable” skincare.
The Strategy: From the outset, we focused on building credibility, cut-through, and cultural relevance. We advised AxisBiotix to anchor the campaign with high-profile expert voices, bringing on board a nutritionist and dermatologist to validate the science and provide authoritative commentary. These experts became central to our storytelling.
Our strategy was built on three core pillars:
Education: Drive awareness among consumer and trade media by clearly communicating the science, product benefits, and clinical trial data behind the range
Credibility: Establish authority in the emerging “drinkable skincare” space through ongoing expert-led thought leadership, particularly around the gut-skin axis
Attention: Prioritise the launch of the new acne product by targeting a younger demographic through news-driven content and disruptive PR moments
The Tactics: With a clear strategy and media audit in place, we executed a multi-layered campaign designed to sustain momentum over several months.
We developed a targeted press release positioning Superdrug as the first retailer to launch both Skin Calm (psoriasis) and Skin Clear (acne), securing strong product placement opportunities.
Tapping into festive relevance, we created an expert-led feature: “Gut health expert shares tips to prepare your stomach for Christmas - starting now”, ensuring continued media engagement during a competitive news period.
To amplify awareness of the acne product, we commissioned a survey of 2,000 Gen Z consumers exploring skin confidence and acne. This insight powered two timely media hooks: a Blue Monday press release focused on confidence and mental wellbeing, and a Valentine's Day angle exploring the impact of acne on dating and relationships.
To maximise cut-through, we executed a visually striking stunt in collaboration with students at University of Sunderland. A drone delivered AxisBiotix acne products in a heart-shaped box to the students below, creating standout imagery designed for media pickup and social sharing.
This was supported by scripted vox pops capturing authentic student perspectives on acne and relationships - content that was repurposed across TikTok to further engage a younger audience.
The Results: Over a six-month period, the campaign delivered 80 pieces of coverage, reaching a total audience of 4.8 million. Hero coverage was secured across major titles including Daily Express, Daily Mirror, Daily Star, Loaded Magazine and Vogue.
By combining expert credibility, data-driven storytelling, and bold creative execution, we successfully positioned AxisBiotix as a leader in the emerging drinkable skincare category - driving both awareness and cultural relevance among key audiences.
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