The Strategic Opportunity
New Zealanders are already highly aware of the importance of protecting their skin from the sun. But the longer-term impact of repeated UV exposure — and its relationship to visible signs of ageing — is less well understood.
Research showed that 62% of adults were concerned about the effects of photoageing on their face, while 66% said facial ageing signs affected their confidence or how they felt about themselves.*
The challenge was to connect this existing concern with a new understanding: what consumers see on the surface can be the result of accumulated UV damage, and there is a prescription treatment options available.
Campaign Approach — More Than Skin Deep
More Than Skin Deep challenges the way consumers think about sun-damaged skin.
The TVC begins with a familiar New Zealand truth: our skin is exposed to some of the world’s strongest UV levels. From there, the story shifts from prevention to what repeated exposure can leave behind over time.
By making the invisible impact of UV visible, the campaign reframes fine lines, wrinkles and pigmentation from purely cosmetic concerns to signs of photoageing.
This created a natural bridge between a well-understood sunscreen narrative and a less familiar treatment conversation, giving consumers a reason to reconsider what they were seeing in their skin.
The result is a campaign that balances consumer relevance with medical credibility — helping ReTrieve occupy a space beyond cosmetic skincare without losing the visual appeal needed to engage a skincare-aware audience.
Bringing the Story to Television
The concept was developed into a 30-second TVC and 15-second online video, using the longer format to establish the relationship between UV exposure, photoageing and treatment, with the shorter execution delivering the message with greater immediacy
reTrieve.co.nz
*YouGov Survey, October 2024; n=1,565.
RETRIEVE® (Tretinoin 0.05 % w/w) Fully funded medicine for patients with acne – restrictions apply. For treatment of acne and adjunctive therapy for dry, photoaged skin. RETRIEVE® has risks and benefits. Not recommended during pregnancy or in women of childbearing potential without adequate contraception. Use during lactation is not recommended. Always read the label. Use only as directed by your Doctor. If symptoms persist or if you have side effects, see your doctor. Normal doctor’s charges will apply. A pharmacy dispensing fee may also apply. For further information see the Consumer Medicine Information at www.medsafe.govt.nz. Radiant Health Ltd, Auckland.
