Skin often reveals what words leave unsaid. For many Filipinos, dealing with sensitivity, like flare-ups, itching, and discomfort, forms part of a daily routine. Around 7 in 10 Filipinos experience sensitive skin, yet discussions about it remain limited.
Aveeno’s “Sensitive Skin Stories” campaign brings these experiences into focus, beginning with personal accounts and expanding into a broader community initiative.
The campaign, anchored by the hashtag #SensitiveSkinWontStopUs, invites individuals to share how they manage their skin while balancing life’s responsibilities. From athletes to parents to professionals, each story adds to a growing recognition of sensitive skin as both a common condition and a personal experience.
Aveeno marked the campaign’s launch with a gallery-style event on June 5. Attended by select media and social media personalities, the event featured curated installations that showcased real-life experiences.
Athlete and TV host Vince Velasco spoke about childhood bullying linked to eczema, while certified color analyst Enzo Villacorta recalled how the condition shaped his self-perception. Both emphasized the role of consistent care and how Aveeno’s oat-based formulations helped maintain skin comfort amid active routines.
Ira Santos, marketing manager of Aveeno, also joined the program. She shared, “At Aveeno, we believe sensitive skin shouldn’t hold anyone back. Whether you’re pushing limits as an athlete, juggling family life, pursuing your passion, or chasing deadlines at work, your skin should never be a reason to stay on the sidelines.”
“That’s the spirit behind our new campaign: #SensitiveSkinWontStopUs. This movement is about empowering people to move stronger, live fully, and wear their skin with pride, no matter their skin story.”
Expert voices also contributed. Dermatologist Dr. Paula Carait explained that sensitivity is not always visible. Even well-hydrated skin may feel discomfort, such as burning, stinging, or itching. Oat, backed by more than 75 years of research, remains a key ingredient in restoring the skin’s barrier and easing irritation.
“The absence of dryness or flaking does not rule out skin sensitivity. Sensitive skin can present as burning, stinging, or itching, even in well-hydrated skin. Formulations containing scientifically supported ingredients like oat can help restore the barrier, reduce reactivity, and promote overall skin comfort,” the skin expert said.
For Isabel Lacson-Ruiz, senior marketing manager at Kenvue Philippines and a mother of three, the campaign connects on both professional and personal levels. Two of her children live with atopic dermatitis, making the need for gentle, effective solutions a daily concern. She described “Sensitive Skin Stories” as a way to support individuals in recognizing their challenges without compromising on confidence or ambition.
“This campaign is about celebrating sensitivity despite the challenges that come with it, not holding back, and believing aspirations can come to life,” Lacson-Ruiz said.
Aveeno uses these stories to open a conversation shaped by personal experience and backed by research. By doing so, it supports a community that values empathy and evidence-based care in equal measure.
Filipinos with sensitive skin are finding support through shared stories and consistent care. The campaign creates a space where personal experiences, expert advice, and community come together to change how sensitive skin is understood and managed.
