Oxy Acne Care Selects Arrivals + Departures as Creative Agency Partner

Oxy Acne Care has named Arrivals + Departures ('A+D') its agency partner after a formal search to help reignite the popular youth brand and grow its market share across the United States, Canada and Latin America.. 

“Oxy has decades of dermatology science and relentless passion for helping young people manage all the different kinds of acne. We were looking for a full-service partner who could help us evolve from just being a legacy brand to back being a leading acne care brand known for proven efficacy, and still highly relatable to today’s youth audience”, says Stacie Misener, Oxy Acne Care Americas Lead at The Mentholatum Company. “Every moment with the Arrivals + Departures team has consistently been strategic, collaborative and productive - no matter what challenge we throw at them. This has reinforced why we selected them as our agency to help us refresh the brand to drive results in our key markets across the Americas.” 

“We know that the current generation is radically unique due to social media being their central entertainment, education, culture and commerce hub. From early onboardings with the different country marketing leads, we’ve been fully obsessed in refreshing the Oxy brand authentically and with true purpose to help youth bothered by acne”, explains Zeeshan Hussain, VP business director at Arrivals + Departures. “It’s rare to get the opportunity to modernise every aspect of a well-known gen x brand to truly resonate with gen z consumers across the US, Canada and Latin America. Our team is completely engaged with our Oxy partners in an integrated full-funnel model, including strategy, design, creative, production and media across key countries.” 

Arrivals + Departures was selected as the strategic and creative agency partner last year, and has since been working with Oxy Americas marketing leadership teams to optimise the brand’s strategic positioning including conducting first-party research with young acne sufferers across the US, Canada and Latin America to validate the most effective approach to both brand and packaging communications as well as new product innovation projects. The first new initiative was developing a new brand visual identity system that resulted in new packaging design for all the portfolio SKUs that will begin rolling out in the coming months across North America at key retail partners such as Walmart, Rite-Aid, Shoppers Drug Mart, CVS, Loblaws, Krogers, Metro, Wegmans, and Publix. 

“When trying to reconnect a brand to a new generation of consumers, especially teens and younger adults, it’s critical to be both of the moment but also have some brand elements that can endure over time,” says Kimberley Pereira, design creative director at Arrivals+Departures. “We meticulously designed the new visual identity and packaging based on our deep insights of gen z tastes, attitudes and trends to develop something that could give the brand consistency, impact, and flexibility over the next few years.”