Aveeno x Ogilvy | My Sensitive Side

Sensitive skin can affect anyone, regardless of strength or resilience – even the toughest of people have a sensitive side. But more often than not, sensitivity is seen as a weakness. We saw this as an opportunity to shift that narrative and redefine what it means to be sensitive through meaningful conversation.

Beginning as a photography campaign, ‘My Sensitive Side’ evolved to include a powerful film. Setting out to challenge the social perception of sensitivity, we photographed and interviewed strong, yet sensitive, public figures – women who are admired for their resilience. Drawing inspiration from the work of Irving Penn, we offered a safe space for our muses to explore how sensitivity influences both their lives and their skin, celebrating it as a superpower rather than a weakness.

The film and stills generated strong engagement across Aveeno’s owned channels and our muses’ social media channels, with some posts gaining up to 7.9 million views. The campaign’s impact also led to several of Aveeno’s products to repeatedly sell out.