Equality Media + Marketing has been appointed as BIODERMA’s media planning and buying partner across Australia and New Zealand.
The retained partnership will see Equality lead full-funnel media strategy, channel and investment planning, alongside the development of an ANZ Strategic Communications Roadmap designed to align partners behind a unified growth agenda.
Media as a growth lever
Equality’s approach reframes media as a behavioural growth driver, connecting pre-store influence with in-store momentum to build share of voice ahead of the purchase moment.
Marilla Akkermans
Marilla Akkermans, Founder of Equality Media + Marketing, said the opportunity lies in bridging science and emotion in the skincare category.
“BIODERMA is deeply respected by those who use it. The growth opportunity is about expanding that circle, building mental availability before shoppers walk into Chemist Warehouse, Priceline or Sephora, and ensuring the brand shows up with both authority and warmth.
“In a category where discovery is happening on TikTok but trust is still earned through science, BIODERMA has a powerful role to play. Our job is to connect those worlds, making science feel human and ensuring media investment works harder across the full journey.”
Focus on priority platforms
The immediate strategy will focus on strengthening BIODERMA’s priority platforms, including Photoderm, while integrating national brand media with retail promotional windows.
The approach will deploy challenger-style tactics aimed at amplifying in-store presence beyond the shelf in a highly competitive category.
Karen Dooley, Head of Marketing, Australia and New Zealand at NAOS Australia, said the partnership reflects a new phase of ambition for the brand.
“BIODERMA is excited to partner with the team at Equality Media + Marketing working across our media strategy, planning and buying. The team’s experience in long-term brand building, insight-led strategic guidance, and data-driven execution and optimisation will help support our ambitious growth plans in Australia and New Zealand over the coming years.”
The appointment signals BIODERMA’s intent to drive sustained growth across the ANZ region, supported by a more integrated and insight-led media approach.
Top Image: Equality Media + Marketing x BIODERMA