Relaunching Essity’s Wound Care Portfolio

Creative Direction
Brand Strategy | Messaging

The Client
Essity provides health and hygiene brands to a billion people across 150 countries, delivering trusted solutions that improve wellbeing on a global scale.

Well, there’s your problem

The Crux
Essity had a wound care portfolio worth talking about—and with their recent acquisition of Hydrofera®, they finally had a way to make it louder.

The challenge was relaunching the portfolio in a way that spotlighted Hydrofera’s advanced technology without overshadowing legacy brands like Cutimed® that clinicians already trusted.

But that was only half the battle.

Many wound care professionals still leaned heavily on silver-based dressings—a clinical norm for centuries. The message couldn’t be that silver was wrong or outdated. Instead, Essity needed a smarter way to differentiate: not by discrediting the past, but by introducing something even better for the future.

With the Symposium on Advanced Wound Care (SAWC) fast approaching, the pressure was on to unveil the new lineup in person—while supporting the launch with digital campaigns, new messaging, and social media that kept Hydrofera’s existing brand presence intact.

More than a product launch, this was a strategic reset.

Getting Real in a World Full of Hype

The Strategy
The wound care space is saturated with the same old promises: advanced healing, groundbreaking technology, next-level innovation. When every brand claims to be a category-defining pioneer, no one stands out. Essity didn’t need louder messaging. It needed sharper focus.

The real obstacle wasn’t a lack of products, but the limitations clinicians face when trying to choose the right one. Instead of repeating what everyone else was saying, Essity could speak to what clinicians were actually feeling—the frustration of using tools that made things harder, not easier.

Reframing the Narrative

Shifting the story to focus on clinicians, not the product, acknowledged their challenges and framed Essity’s portfolio as the support system they’d been waiting for—something that removed barriers instead of creating new ones.

By focusing on what truly mattered, the brand platform resonated deeper than generic claims ever could.