Bepanthen Tattoo Aftercare Campaign

Role: Joint Lead Creative; Art Director; Designer

Tattooists have been recommending Bepanthen Nappy Cream as tattoo aftercare for decades but the time had come to create a global brand campaign that would secure its place as the original and best aftercare product. We needed to show tattooists and first-time tattooees that Bepanthen understands this world – to build on the existing trust from artists and extend that to tattooees.

So Lucy Henshaw, and I created ‘The First Time’, a two-phase, Instagram-led campaign that spoke to our audiences where they speak to each other and didn’t just ‘push product’ – choosing instead to explore and celebrate the stories and emotions behind creating a new tattoo and getting your first one. ‘The First Time’ was quickly embraced by local markets, going live multiple countries.

Tattoo Artists

Hero Video - We created a hero video that could be cut down to smaller ‘moments’ for social channels and sponsored ads. This was unscripted for authenticity – we went through the transcripts and footage and crafted our script from there.

Authenticity.

Details.

Care.

YouTube campaign page

Tattooees

Celebration.

Inspiration.

Our audience was looking for tattoo inspiration for their first tattoos – something that we could provide through a variety of different designs.

Honesty.

Social example – Instagram story

Pinterest profile page

Aftercare card

We also created an illustrated gatefold aftercare card – with the beautiful illustrations of Morgan van Heerden – for tattoo artists to give to new clients and to provide aftercare advice for first time tattooees