This October, as the world observes Eczema Awareness Month, dermatologist-recommended skincare brand Aveeno® is shining a light on the stories of Filipinos living with sensitive skin. For many, eczema is more than just a skin condition—it affects confidence, comfort, and quality of life. Aveeno® hopes to change that narrative by fostering understanding, education, and empowerment through science-backed care and community support.
With more than 80 years of clinical research behind the benefits of oat for sensitive skin, Aveeno® continues to lead the conversation through its #SensitiveSkinWontStopUs campaign. The initiative highlights both the physical and emotional realities of eczema while inspiring individuals to live fully and confidently.
Originally launched through a live event featuring real stories from individuals with sensitive skin, the campaign has since expanded online with a TikTok hashtag challenge, encouraging more people to share their own experiences and advocate for skin confidence.
Redefining Confidence Through Care
“Eczema is not only a skin condition; it’s a journey that can challenge one’s confidence and daily comfort,” shares Ira Santos, Marketing Manager for Aveeno®. “Through our clinically proven oat science and the #SensitiveSkinWontStopUs campaign, we aim to build a community where sensitive skin is understood and supported. This month, we celebrate everything this campaign has achieved and renew our commitment to helping people live without limits.”
Aveeno®’s Dermexa line, recognized as the #1 most prescribed product for dermatitis by dermatologists, embodies this commitment. Powered by Triple Oat Complex and Ceramides, the formula is designed specifically for very dry, itchy, and eczema-prone skin. It provides immediate relief from itching, restores the skin barrier in as little as three days, and offers 24-hour hydration to help prevent flare-ups.
Dermatologist Insights: Science and Support for Sensitive Skin
Board-certified dermatologist Dr. Mabelle Colayco, MD, FPDS, emphasizes that effective eczema management begins with protecting and restoring the skin barrier. “Ingredients like colloidal oatmeal and ceramides have been clinically proven to strengthen the skin barrier and reduce flare-ups. Using products formulated with these ingredients can make a significant difference—not only for skin health but for overall well-being.”
Dr. Colayco also shared her insights during the Watsons Derm Skin activation, a partnership between Watsons and the Philippine Dermatological Society, where Aveeno® was featured as a key brand championing sensitive skin care.
Stories of Resilience: Filipinos with Sensitive Skin Speak Out
This Eczema Awareness Month, Aveeno® is amplifying the voices of those who live boldly despite sensitive skin. Celebrity mom Coleen Garcia, fitness creator Vince Velasco, and beauty content creator Enzo Villacorta each shared their personal journeys with eczema and how they’ve learned to care for their skin while pursuing their passions.
Enzo Villacorta, a key voice in the campaign, reflected on his experience:
“My sensitive skin journey started when I was around 20 years old. I ignored the signs until it got really bad—I had rashes, raw patches, and flaky skin. It affected my confidence so much that I avoided being photographed. What helped me most was understanding my skin better and finding the right products to manage it. I use the Aveeno Skin Relief line daily and the Dermexa Wash and Lotion during flare-ups. Having sensitive skin is normal, and something this common should never hold anyone back from living life.”
Everyday Care for Sensitive Skin
Beyond targeted eczema care, Aveeno® offers a complete range of products for daily sensitive skin management.
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Aveeno Skin Relief is formulated with Triple Oat Complex to soothe dry, itchy skin within seconds while strengthening the natural barrier against irritation caused by weather, sweat, and stress.
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Aveeno Calm + Restore, enriched with prebiotic oat and calming feverfew, provides gentle facial care that reduces dryness and irritation, keeping skin calm and balanced every day.
These lines embody Aveeno®’s belief that sensitive skin deserves both compassion and innovation.
Join the Movement
Aveeno® invites everyone to join the conversation and share their stories using the hashtags #SensitiveSkinWontStopUs and #EczemaAwarenessWithAveeno. Connect with the community online and discover the power of embracing sensitive skin with confidence.
Aveeno® products are available in Watsons stores nationwide and online via Lazada, Shopee, and TikTok Shop.
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