Galderma tackles 'maskne,' one of many skin concerns exploding during pandemic

It was the beauty trend of 2020 that no one wanted—maskne. The slang portmanteau referring to acne caused by mask wearing zoomed to the top of Google search trends not long after mandates rolled out.

For dermatology brand Galderma, it was a chance to put its digital-first marketing strategy to work. The brand picked up on the trend through social listening and reached out to both healthcare professionals and consumers looking for solutions with messages about its retinoid gel brand Differin (adapalene).