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Dermatology company Galderma may be best known for its moisturizer Cetaphil — but it’s taking on a new marketing challenge by bringing attention to its atopic dermatitis drug Nemluvio.

On Tuesday morning, Galderma launched its Scratch Resistance campaign to highlight one of the most difficult symptoms of atopic dermatitis: nonstop itching. The campaign’s ad spot features atopic dermatitis patients resorting to using household items — like a ruler or a hairbrush — to scratch the relentless itches on their skin.

“When moderate-to-severe eczema is uncontrolled despite treatment, it makes you resourceful,” the narrator states. “Not just a ruler — it’s a back-scratcher. So when eczema’s out of hand, show it who’s boss with Nemluvio.”

Debra Hagan, VP, general manager and head of U.S. therapeutic dermatology at Galderma, said market research of patients found that their greatest burden was the unrelenting itch they experience. 

“That insight led to our approach — articulating how it’s important for providers and patients to have a conversation about how intense the itch is,” Hagan said. 

The ad underscores Nemluvio’s approach to treating the disease by targeting IL-31, a signaling molecule that triggers symptoms like itchiness. The narrator goes on to note that the drug “calms the nerves that make you itch, soothes inflammation and restores skin barrier.”

Historically, healthcare providers have told atopic dermatitis patients to simply stop scratching their skin to prevent further itchiness. However, recent research into the condition has shown that’s not a sustainable solution and more assistance is needed to treat those symptoms.

“We’ve actually learned that this IL-31 mechanism is present in your nervous system, as well as distinctly in your immune system and in your skin cells,” Hagan said. “You can potentially stop the scratching, but that doesn’t necessarily solve everything.”

Nemluvio first won Food and Drug Administration approval in August for prurigo nodularis and subsequently received a greenlight for atopic dermatitis in December.

The digital-first ad will run on both broadcast television as well as streaming platforms including Disney+, Hulu and Amazon Prime. The social media aspect of the campaign will involve partnering with patient advocates who can help communicate patient needs around atopic dermatitis, Hagan added. 

The goal, she said, is for the campaign to spark an increase in demand for Nemluvio, and for HCPs to be “ready and motivated” to prescribe the therapy to patients in need.

Hagan added that Galderma sees the campaign as a complement to its marketing work for the popular moisturizer brand Cetaphil. Most recently, the company released a regional Super Bowl ad featuring rapper Lil Wayne in its We’re All a Lil Sensitive Cetaphil campaign.

“With every atopic dermatitis skincare regimen, there’s a recommendation for moisturizing and protecting your skin,” Hagan explained. “Cetaphil and Nemluvio complement each other in the sense that we are the only pure play dermatology company in this space, so we understand patients’ holistic needs.”

Looking ahead, Galderma plans to invest further in developing new therapies in the emerging neuro-immune therapy space, which involves the intersection of the immune system, skin and nervous system.

“Advancing dermatology beyond the skin into the nervous system and immune system is a transformational time for Galderma to evolve our business practices into a more specialized science,” Hagan said. “It’s a great opportunity for Galderma to bring dermatologists along this journey with us, and I’m excited to see the impact it can have.”