Ultimate skincare in a pot
TV personality Sarah Cawood has launched the UK’s first ever campaign dedicated to promoting the early detection of skin cancer at House of Fraser’s flagship Oxford Street store.
The campaign is being spearheaded by the British Association of Dermatologists (BAD) in response to a sharp increase in the number of cases of skin cancer being diagnosed in Britain, coupled with findings that people aren’t checking their skin, don’t know what to look for and don’t believe skin cancer to be life-threatening in the UK.
To capture people’s attention, BAD – the UK’s skincare expert – has developed Ultimate Skincare, a luxurious beauty product with a difference. What appears to be a pot of the latest, breakthrough skin cream is revealed, upon opening, to contain guidance on how to check your skin for changes, a link to a bespoke website (ultimateskincare.org) that hosts all the information people need to learn what to look for, and a mirror to enable them to easily check their skin regularly.
Every year, more than 100,000 new cases of skin cancer are diagnosed in the UK and one Briton dies from the disease every four hours. However, the average five-year survival rate has been estimated at 99 per cent if melanoma is detected at an early and treatable stage (NHS, 2009).
Speaking in support of Ultimate Skincare, Sarah Cawood of National Lottery and The Wright Stuff fame, said: “Unfortunately people have tired of health campaigns and messaging, but they’re risking their lives by not regularly checking their skin for things like changes in colour and shape of moles or coloured patches. We want people to make checking their skin for changes part of their regular beauty regime, which is why we’ve adopted the language ad imagery of the beauty industry for this campaign to help engage with people. You can spend all the money you like on fancy lotions and potions but the real secret to beautiful skin is what we’re trying to raise awareness of through Ultimate Skincare. Skin cancer is becoming more and more common and early detection through self checking and raising anything of concern with your GP is the secret to beating it.”
Ultimate Skincare is available exclusively at House of Fraser, Oxford Street, from 10 to 16 June 2010 or at ultimateskincare.org. Channels including the House of Fraser pop-up store and press and TV adverts in a beauty industry style are being utilised to reach people with the Ultimate Skincare message in places and at times when they are seeking and receptive to information on skincare.
