With over 80 years of clinical evidence highlighting the soothing power of oats for sensitive skin, Aveeno® continues to lead with empathy and science. This month, the brand is shining a light on both the physical and emotional realities of eczema while offering proven solutions through its #SensitiveSkinWontStopUs campaign. More than a brand initiative, this campaign has evolved into a movement that champions resilience, education, and empowerment—encouraging individuals to live without limits, despite the challenges of sensitive skin.
Initially launched through an event that featured real stories from individuals living with eczema, the campaign has grown online through a TikTok hashtag challenge, inspiring others to share their personal journeys with sensitive skin.
“Eczema is not only a skin condition; it’s a journey that can challenge one’s confidence and limit daily experiences,” says Ira Santos, Marketing Manager for Aveeno®. “Through our clinically proven oat science and the #SensitiveSkinWontStopUs campaign, we aim to create a community where sensitive skin is understood, supported, and never a barrier to living fully.”
Clinically Proven Relief for Sensitive Skin
Strengthening its reputation as a dermatologist-trusted brand, Aveeno® Dermexa is now recognized as the #1 most prescribed product for dermatitis by dermatologists in the Philippines. Formulated with Triple Oat Complex and Ceramides, the Dermexa line is clinically proven to relieve itch immediately, restore the skin barrier in as fast as three days, and deliver 24-hour hydration to help prevent future flare-ups.
According to Dr. Mabelle Colayco, MD, FPDS, Fellow of the Philippine Dermatological Society, “Effective eczema management hinges on strengthening the skin barrier with scientifically backed ingredients like colloidal oatmeal and ceramides. Consistent use of such products can reduce flare-ups, improve skin health, and enhance overall quality of life—allowing individuals to pursue their passions unhindered.”
Dr. Colayco also shared her insights during the Watsons Derm Skin Activation, a partnership between Watsons and the Philippine Dermatological Society (PDS), where Aveeno® was a featured brand.
Inspiring Stories of Strength and Confidence
This Eczema Awareness Month, Aveeno® amplifies the voices of Filipinos who embody resilience and self-acceptance. Celebrity mom Coleen Garcia, fitness creator Vince Velasco, and beauty content creator Enzo Villacorta shared their personal stories of navigating eczema while continuing to thrive in their personal and professional lives.
Enzo Villacorta, one of the key voices of the campaign, recalls:
“My sensitive skin journey started when I was around 20 years old. I ignored the signs until it got really bad. I had rashes and raw patches, and I hated how I looked. But through consistent care, I learned that having sensitive skin is normal. It should never hold us back or stop us from living our best lives.”
Gentle, Science-Backed Care for All Skin Types
Beyond targeted eczema care, Aveeno® offers comprehensive regimens for everyday sensitive skin management. Aveeno® Skin Relief, powered by Triple Oat Complex, soothes dry, itchy skin in as fast as 20 seconds, providing long-lasting hydration and protection from triggers like weather, sweat, or stress. Meanwhile, Aveeno® Calm + Restore, infused with prebiotic oat and calming feverfew, provides gentle face care that soothes irritation, restores moisture, and maintains a healthy skin barrier for lasting comfort.
Join the conversation this Eczema Awareness Month and share your story using #SensitiveSkinWontStopUs and #EczemaAwarenessWithAveeno. Connect with the Aveeno® community on social media, and explore Aveeno® products at Watsons stores nationwide and online through Lazada, Shopee, and TikTok Shop.
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