In today's marketing landscape, where social media often dictates the narrative, confidence is emerging as a powerful differentiator. Brands are shifting focus towards empowerment and self-assurance, aiming to resonate with consumers on a deeper level.
At the forefront of this movement is Anisa Ramdass, Business Unit Manager of international skincare brand, Eucerin. With 13 years of experience in driving brand growth, campaigns and team empowerment in an ever-increasing digital age, Ramdass brings a broad understanding of what it takes to connect with young confidence-driven consumers.
In this Q&A, Ramdass reflects on how the DermoPure Wash launch for Eucerin’s latest DermoPure Clinical skincare line stood as an example of the importance of making confidence a core part of the brand's messaging — particularly for young South Africans navigating self-esteem — and how brands can embrace this movement with authenticity and compassion for its consumers.
How did identifying the intersection of acne-prone skin and confidence become a key marketing insight for your brand, and what made it a compelling narrative to explore with your target audience?
Acne has such a profound impact on one’s psychosocial well-being, confidence and self-esteem. The emotional toll is significant. Our goal is to restore confidence regardless of skin concern, be it acne prone skin or pigmentation.
We believe in the life changing power of dermatological skincare and aim to have a positive physical and emotional impact through our skincare products.
Given the prevalence of skincare issues among young people in South Africa, why is addressing this topic particularly relevant when looking to connect with this demographic, and how does your brand's messaging aim to resonate with their experiences?
Acne is one of the top-trending skincare concerns, and it's also one of the fastest-growing skincare categories — but in a world of "skintok", there is so much misinformation available on the topic.
With the launch of DermoPure Clinical, we used this as an opportunity to hit reset on the narrative, less hacks and more science and evidence based education and information.
The DermoPure Wash was built on a global trend to connect to our consumer in a relevant and fun way while educating them. The objective of the launch was to maximise awareness and education. The campaign has also been supported by a mix of incredible content curators and influencers that truly resonate with our audience.
We stand for the life-changing power of dermatological skincare so of course amplifying our clinical expertise, through patented active ingredients and efficacious formulations, was at the heart of the campaign.
In terms of marketing effectiveness, why do you think framing acne-focused skincare as a confidence-boosting solution resonates so strongly with young South Africans?
Acne is far more than a surface-level concern — especially for young South Africans navigating school, university, early careers and social media. It can significantly affect self-esteem, social confidence and even mental wellbeing.
We live in a visually driven world where young people are constantly engaging on platforms that emphasise appearance. When breakouts are visible, they can feel amplified. So, positioning acne skincare purely as a cosmetic fix misses the deeper emotional impact.
Framing acne care as confidence-boosting resonates because it acknowledges the lived reality behind the condition. It shifts the conversation from, "covering up flaws" to empowering individuals with solutions that help them feel comfortable in their own skin. Importantly, that confidence must be grounded in credibility.
Young consumers today are highly informed — they want transparency, science and real results.
When clinically proven skincare delivers visible improvement, confidence follows naturally. Ultimately, it’s not just about clearer skin. It’s about helping people show up more confidently in their everyday lives — and that’s a message that genuinely connects.
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Looking for more insights on the confidence craze? Read The Confidence Quotient: Why Brands are Betting on Self-Esteem.
*Image courtesy of contributor and Canva