Sebamed Goes Emotional in a New TV Campaign by Track
Skincare brand Sebamed has launched an emotional new brand campaign by agency Track — the shop's first work since winning the account — translating its clinical 'science for healthy skin' claim into a warmer, human narrative around pH 5.5.
Humanising a Clinical Claim
Sebamed launched a new brand campaign translating its "Wissenschaft für gesunde Haut" (science for healthy skin) claim into an emotional narrative led by a Sebamed scientist who links research to everyday use, foregrounding the pH 5.5 acid-mantle message.
It is the first work from agency Track (Hamburg) since it won the account at the start of 2026. The 25-second spot (production by Bubbles, Berlin; director Tanja Häring) runs on ARD and ZDF plus online video, display and social, with media by Pilot Mainz. It was reported on 23 September 2026.
Adding Emotion Without Losing Credibility
Science-led brands face a perennial tension: their credibility comes from clinical authority, but clinical messaging is cold and forgettable. Sebamed's answer is to keep the science — the scientist, the pH 5.5 claim — but wrap it in human, everyday emotion.
That is the balance to strike. Lose the science and you lose the reason to believe; lose the emotion and you lose the reason to care. Foregrounding a real scientist connecting research to daily life keeps both.
The Takeaway
The framework is proof plus feeling. Rational credibility earns trust, emotional storytelling earns attention and preference, and the strongest brands in credibility-led categories deliver both at once.
Our view: a new agency's opening work on an account is always a statement of intent, and Track's is clear — keep Sebamed's scientific equity but make people feel it. That is the right instinct for a brand whose whole promise rests on being trusted.
Quick FAQ
What is Sebamed's new campaign?
An emotional brand campaign by agency Track (its first work since winning the account in early 2026), a 25-second spot on ARD and ZDF plus online, humanising the 'science for healthy skin' claim around the pH 5.5 message.
Why humanise a science-led brand?
Clinical credibility earns trust but is cold and forgettable; wrapping the science in human emotion keeps the reason to believe while adding the reason to care.
Science-led brands live on a knife-edge: lose the science and you lose the reason to believe, lose the emotion and you lose the reason to care. Sebamed keeping the scientist and the pH 5.5 claim but wrapping them in everyday feeling is exactly the balance. Proof plus feeling is what wins. — Daniel Nikolla, Founder of Merx Marketing
In credibility-led categories, the strongest brands pair rational proof with emotional storytelling — keeping the science while making people feel it.
Does your brand rely on proof alone, when adding emotion would make people actually care?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: HORIZONT and healthreminder.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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