Case study · Beauty & Dermatology
Immersive Activations Push a Clinical Brand to the Top of Its Category
Three high-impact experiences in five weeks modernized eltaMD's approach to media and events, growing its share of voice from 10.3% to 25% year over year and moving the brand to the number-one position in its competitive set.
10.3% → 25%
YoY share of voice, #1 in set
144 → 267
Brand editorial mentions
Overview
The brief from eltaMD
eltaMD has one of the strongest reputations among dermatologists in skincare, but its clinical trust hasn't translated into share of voice. Heading into its third year, owning moments like AAD and National Dermatologist Day, the brand needed a partner willing to challenge a formulaic approach to media, KOLs, and events, without losing the clinical credibility that built the brand in the first place.
Discover
5W spent its first ninety days auditing which messages and coverage had gone stale. eltaMD's programming had become predictable, competitors were capturing more coverage with less brand equity, and the brand's biggest annual moments were being executed the same way for two years running.
Define
“Clinical credibility earns trust. Culture earns coverage.”
eltaMD didn't need to prove its science; dermatologists trusted them. It needed editors, KOLs, and consumers to experience that science outside a clinical setting. 5W built three activations in five weeks designed to put eltaMD's research in front of media in a format worth covering, without ever compromising the brand's dermatological authority.
How 5W ran the program
Drive
- Opened the lab doors for the first time. An immersive visit brought 11 top-tier editors into the Colgate-Palmolive Research Center for a behind-the-scenes look at the upcoming UV Clear SPF 50 launch, complete with hands-on demos. The visit achieved 100% attendance and produced immediate exclusives in WWD, Cosmopolitan, and NewBeauty.
- Replaced a luncheon with an event people wanted to post about. For National Dermatologist Day, a streamlined NYSE Closing Bell reception introduced a Getty photographer and an outside-the-exchange social activation, drawing 91 attendees, 145 social posts, and 3.8M+ impressions.
- Traded the ballroom for lifestyle storytelling. eltaMD's AAD kickoff became “Après Sun,” an immersive concept blending dermatological credibility with lifestyle programming. It drew 210+ attendees, including Dr. Pimple Popper, Neera Nathan, and Dustin Portela, making it the brand's most attended AAD event ever and generating 675K+ social impressions.
Results
10.3% → 25% yoy share of voice, #1 in set · 144 → 267 brand editorial mentions
In a single quarter, eltaMD went from playing defense in its category to setting the standard for it.
- 2,713 Derm Day social mentions in March 2026 versus 1,257 in March 2025, a 116% increase.
- Top-tier media secured across WWD, Cosmopolitan, The TODAY Show (twice in Q1), NewBeauty, Dermatology Times, BeautyMatter, Byrdie and Daily Mail.
Coverage included
More client work
