O'Cera

The fact which no one, and no brands, are willing to acknowledge regarding eczema and sensitive skin is that it never goes away. That's why I gave up on talking about a cure, and focused on the real win instead, "A Good Skin Day."

skincare website ui/ux website design mock

Case study 01 · Brand platform · Pharma to consumer

WON

Pitch, December 2023

2024

WEBQLO, pitch Dec 2023

50/40/10

Awareness / engagement / conversion mix

12 mo

Content roadmap, 3 pillars

ROLE

Art Director & Creative lead on the pitch — strategy, platform, website, content system

AGENCY

WEBQLO, pitch Dec 2023

CLIENT

Xepa-Soul Pattinson

MARKET

Malaysian consumers, dry and sensitive skin category

CONTEXT

Xepa-Soul Pattinson had O'cera skincare, a ceramide range for dry and sensitive skin aimed at everyday Malaysians, instead of healthcare professionals. The product worked, but what was missing was a brand: no positioning, no idea, and no reason to pick it off the pharmacy shelf. I led the creative direction on the full proposal: big idea, positioning, content strategy, website, and campaign platform, all aimed to address the challenges below:

New name in

a crowded category

Zero brand recognition against established brands like Cetaphil and QV

Science that

needed warmth

Pharma heritage may signal credibility to clinicians, but not consumers who needed to feel understood.

A sceptical audience

that needs trust

Malaysians with chronic dry skin had heard every promise, and would need more convincing

OUTCOME

The agency won the pitch, and O'cera launched in 2024.

See live brand website

I presented the proposal in December 2023, and Xepa-Soul Pattinson approved the proposal after I moved on from the agency; the agency team executed it.

Mockup for the proposal

FINDINGS

Eczema and dry skin top Malaysian search trends

Google Trends data showed "eczema" leading searches, closely followed by "dry skin", indicating that skin concerns are a category with active, high-intent demand.

Existing buyers already trusted the product

Early Shopee and Lazada (online sales patform) reviews cited eczema, rashes, sensitive skin, and use on babies, proving the formulation worked, but the marketing and brand is still behind.

The other main cause is the climate

Tropical heat, humidity, air conditioning, and UV exposure are structural contributors to dry skin in Malaysia. Consumers need consistent daily care, not occasional treatment.

Nobody owned everyday care

Most competitors were positioned around targeted, short-term relief. There is an opportunity to target and own everyday care.

KEY INSIGHTS

The category sells a finish line. For people who'll never reach one, the next good day is the win.

STRATEGY

Own the everyday care positioning, and leave the dramatic results angle.

COMPETITORS

Promised fixes

Led with clinical authority

Earn the science credibility through upfront claims.

O'CERA

Promise comfort

Lead with understanding

Earn the science credibility through ingredient education

The brand needed to acknowledge the challenges of dealing with problematic skin before it could talk about providing solutions, and this was accomplished through three stages, each targeting a distinct obstacle.

Step out of the clinical arms race

Position around the good day, the territory nobody was claiming.

Surface trust that already existed

Give existing Shopee advocates a brand and language to belong to.

Build a system around daily life

Learn it → live it → buy it: three pillars that mirror a chronic condition.

PLATFORMS & SYSTEMS

"Happy Skin Days"
Ordinary days when your skin just isn't the problem.

Most skincare brands sell the skin you want. I wanted to talk about the skin you actually live in. People with dry or sensitive skin aren't looking for transformation, they're looking to be understood. The insight: they don't want to be fixed. They want to be cared for.

"Happy Skin Days" names the feeling most skincare brands ignore: ordinary days when your skin just isn't the problem.

TONE & MANNER

Informative

Approachable

Warm

CONTENT & PLATFORM STRATEGY

The social strategy was based on three content pillars, each of which had a distinct role to play in the relationship with the audience. A 12-month content roadmap for the social and digital platforms was created, specifying the post objectives, content type, and production requirements for the entire year.

Beat The Itch (Awareness 50%)

Happy Skin Days(Engagement 40%)

(10%)

Pillar 1

Awareness. Climate, skin basics, ingredients. Where people first meet the brand.

Pillar 2

Engagement. User stories, quarterly Happy Skin Chronicles video.

Pillar 3

Conversion. Product, price, where to buy.

WEBSITE

"With O'cera, every day can be your Happy Skin Day." The audience is greeted on a homepage that doesn't open with a clinical claim, but rather a dream they can visualise coming true. The audience enters the webpage from three entry points, depending on their objective:

Homepage

Brand and emotional entry point.

Product Page

Clinical details for those who want proof.

Brand Story

For first-time visitors meeting the brand.