The "Powered Of The Plus" campaign by AmLactin, launched in the United States in July 2019, centers on the brand’s core proposition of empowerment through effective skincare, specifically leveraging the benefits of alpha-hydroxy acids (AHA). The messaging positions AmLactin as a catalyst for personal confidence and resilience, linking the product’s scientific efficacy with the aspirational idea of being “powered” by something transformative — in this case, AHA. By paralleling the human experience of overcoming challenges (highlighted through the story of Katie Jo Myers “powered by The Climb”) with the product's skin-renewing power, the campaign aims to elevate the brand beyond functional benefits to an emotional and inspirational platform.
Strategically, the campaign taps into the beauty market’s evolving consumer desire for products that deliver tangible results while supporting a personal narrative of strength and self-improvement. The creative angle uses a dual empowerment metaphor — real-life determination and the scientifically powered skincare formula — to foster a deeper connection with an audience likely seeking products that align with both efficacy and meaningful lifestyle values. The use of video content on platforms like YouTube enables storytelling that combines personal motivation with brand functionality, targeting beauty consumers who appreciate authenticity and motivation alongside product performance. Despite modest engagement metrics, the campaign’s conceptual approach reflects a strategy of positioning skincare as part of a broader journey of empowerment, aiming to resonate with individuals who identify with overcoming challenges and valuing effective, science-backed solutions.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This campaign positions Katie Jo Myers as someone “Powered by The Climb,” linking her personal drive with AmLactin, which is “powered by AHA.” The narrative does not construct a story arc or problem–solution scenario, nor does it present a demonstration, exaggeration, or direct testimonial. Instead, it leverages the aspiration to be “powered” by something motivating—aligning the user’s ambition with both the product and a relatable/aspirational individual. The creative invites viewers to see themselves in the empowered user, symbolically aligning AmLactin’s benefits with personal achievement, which is the essence of Associated User Imagery. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. CeraVe – Market Positioning
CeraVe positions itself as a dermatologist-recommended skincare brand that offers gentle, effective formulations with essential ceramides and hyaluronic acid. It emphasizes restoring and maintaining the skin’s natural barrier, appealing to consumers seeking clinically-backed, affordable, and science-driven beauty solutions.
2. Eucerin – Market Positioning
Eucerin is known for its medical-grade skincare products targeting sensitive and dry skin conditions. It differentiates through a focus on advanced skin science, moisturizing efficacy, and therapeutic benefits, often endorsed by dermatologists, catering to customers who prioritize skin health as part of their beauty regimen.
3. Aveeno – Market Positioning
Aveeno leverages natural ingredients like colloidal oatmeal coupled with dermatological science, promoting gentle, soothing skincare solutions. Its positioning centers on nourishing sensitive skin through nature-inspired formulations, appealing to consumers looking for a balance of nature and science in their beauty routines.
4. Gold Bond – Market Positioning
Gold Bond emphasizes intensive moisturizing with multi-benefit formulations designed for dry and aging skin. It highlights ingredients like vitamins and moisturizers in its product line, targeting active consumers who need fast-absorbing, effective skincare solutions, all backed by a heritage of trusted performance.
5. Neutrogena – Market Positioning
Neutrogena positions itself as a trusted, dermatologist-recommended beauty brand blending innovation and accessible skincare technology. It offers a broad range of products addressing various skin concerns, focusing on efficacy, quality, and mass-market appeal for consumers seeking reliable results in their daily beauty care.
Q: What is Powered Of The Plus about?
A: Powered Of The Plus is a 2019 campaign created for AmLactin by The BAM Connection, launched in the United States. The campaign centers on the empowering qualities of AmLactin’s key ingredient, AHA, using it as a metaphor for personal strength and resilience. Through content-driven storytelling, it features Katie Jo Myers, who is depicted as being powered by her determination and drive, aligning her journey with the brand’s message of being powered by AHA. The campaign’s two media assets aim to foster an emotional connection by inviting viewers to reflect on their own sources of empowerment, positioning AmLactin as more than just a skincare solution.
Q: What creative device does Powered Of The Plus use?
A: Powered Of The Plus employs the Associated User Imagery format, as classified by Clapboard’s 12-format taxonomy. This creative approach showcases a relatable or aspirational user—in this case, Katie Jo Myers—whose personal narrative of determination is symbolically linked to the product’s benefits. Rather than following a traditional problem–solution arc or direct testimonial, the campaign invites viewers to see themselves in the empowered user, aligning their ambitions with AmLactin’s promise. This technique is designed to foster identification and aspiration, elevating the brand’s relevance through authentic, user-centered storytelling.
Q: What is the campaign proposition for Powered Of The Plus?
A: The campaign proposition for Powered Of The Plus positions AmLactin as a catalyst for empowerment and personal confidence through effective skincare, leveraging the scientifically proven benefits of alpha-hydroxy acids (AHA). The messaging targets beauty consumers seeking both tangible results and a meaningful narrative of self-improvement, aligning product efficacy with the aspirational idea of being powered by something transformative. By paralleling Katie Jo Myers’ journey of determination with the product’s skin-renewing power, the campaign elevates AmLactin beyond functional skincare, aiming to resonate with individuals who value resilience, authenticity, and science-backed solutions in their beauty routines.
Q: How does Powered Of The Plus rank in Clapboard's archive?
A: Powered Of The Plus holds a Clapboard Campaign Score of 59/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards.
Q: Who are the competitors in AmLactin's category?
A: In the beauty and skincare market, AmLactin competes with several established brands. CeraVe is recognized for its dermatologist-recommended, ceramide-rich formulations that focus on restoring the skin barrier. Eucerin stands out for its medical-grade, therapeutic products targeting sensitive and dry skin. Aveeno combines natural ingredients with dermatological science to appeal to consumers seeking gentle, nature-inspired care. Gold Bond emphasizes intensive moisturizing solutions for dry and aging skin, backed by a legacy of trusted performance. Neutrogena blends innovation with accessible skincare technology, offering reliable, dermatologist-recommended products for a wide range of skin concerns.
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