Sun Pharmaceuticals and Fingerpaint
In the crowded plaque psoriasis treatment market, Ilumya was the ninth biologic. It couldn’t use the same old “Happy with their clear skin” approach. With Flakes, the brand shows it understands one of the most embarrassing symptoms that constantly remind patients of their condition. That empathy, and the honesty of reaching past the overly-rosy work of competitors, propels it through the category clutter.