Aveeno leads eczema awareness effort with empathy, science, and real Filipino stories

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As the world marks Eczema Awareness Month, Aveeno, the dermatologist-recommended skincare brand under Kenvue, is spotlighting the physical and emotional realities of living with sensitive skin - and transforming them into a message of confidence and empowerment.

With more than 80 years of clinical evidence on the benefits of oat for sensitive skin, Aveeno has launched the #SensitiveSkinWontStopUs campaign, positioning eczema care not just as treatment but as a path toward resilience. The initiative combines storytelling, education, and community engagement, including a TikTok challenge that encourages sufferers to share their experiences and redefine what it means to live with sensitive skin.

“Eczema is not only a skin condition; it’s a journey that can challenge one’s confidence and limit daily experiences,” said Ira Santos, marketing manager for Aveeno. “Through our clinically proven oat science and the #SensitiveSkinWontStopUs campaign, we aim to foster a community where sensitive skin is understood, supported, and never a barrier to living fully. We are proud to highlight everything we’ve accomplished with this campaign, wrapping it all together to draw attention to the importance of Eczema Awareness Month.”

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Central to this advocacy is the Aveeno Dermexa line, which the brand proudly announces as the #1 most prescribed product for dermatitis by dermatologists in the Philippines. Formulated with Triple Oat Complex and Ceramides, Dermexa is clinically proven to relieve itch instantly, restore the skin barrier in as fast as three days, and provide 24-hour hydration to help prevent flare-ups.

Board-certified dermatologist Dr. Mabelle Colayco, MD, FPDS, fellow of the Philippine Dermatological Society, underscores the importance of strengthening the skin barrier for effective eczema management. “Effective eczema management hinges on strengthening the skin barrier with scientifically backed ingredients like colloidal oatmeal and ceramides. By consistently using products that support this, individuals can significantly reduce flare-ups, improve their skin health, and ultimately, enhance their overall quality of life, allowing them to pursue their passions unhindered.”

Aveeno also partnered with Watsons and the Philippine Dermatological Society during the Watsons Derm Skin activation, where experts shared insights on everyday eczema management and the emotional impact of living with sensitive skin.

Adding to the campaign’s authenticity, celebrity mom Coleen Garcia, fitness creator Vince Velasco, and beauty content creator Enzo Villacorta have opened up about their personal experiences with eczema.

Villacorta, who serves as one of the campaign’s key voices, shared: “My sensitive skin journey started when I was around 20 years old. I ignored the signs at first, until my situation started to get really bad. I had rashes on my body, raw patches, and flaky skin. I don’t even have much pictures of this time because of how much I hated it. And being ashamed of my skin is what made me feel alone with what I was going through.”

“I personally use the Skin Relief line for everyday management, and I also use the Dermexa Wash and Lotion on days when skin is really going through it. I’m not saying that these body lotions will make your eczema go away, but it does make it so much easier to manage. Having sensitive skin is normal, and something this common should never hold us back. It should never put a stop to your daily life,” Villacorta added.

Beyond eczema care, Aveeno continues to champion everyday skin health through its Skin Relief and Calm + Restore lines. Aveeno Skin Relief delivers hydration within 20 seconds, helping soothe dryness and itchiness caused by stress, sweat, or weather, while Aveeno Calm + Restore, powered by prebiotic oat and calming feverfew, gently supports facial skin health and resilience.

Through every product and partnership, Aveeno reminds consumers that confidence begins with care - and that sensitive skin, when supported with the right science, should never hold anyone back.

Consumers are invited to join the conversation by sharing their stories with the hashtags #SensitiveSkinWontStopUs and #EczemaAwarenesswithAveeno, and by connecting with the Aveeno community on social media. Products are available at Watsons stores nationwide and on Lazada, Shopee, and TikTok Shop.

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