Mirum London


Making a mark on the tattoo world: the global campaign with social media at its core.

Tattoo artists have been recommending Bepanthen cream and ointment of their own accord for decades – allowing it to unofficially dominate the aftercare space. The opportunity we saw was to use this behaviour to help the bigger issue: Bepanthen is well-known as a nappy cream, but gets less consideration for wider use as a skin care recovery.

We created ‘The First Time’, a two-phase, Instagram-led campaign that celebrates the role Bepanthen plays in safeguarding your tattoo by helping the skin recover quicker. Instagram is at the core of real behaviours: first-time tattooees use it to search for design inspiration and artists, while artists use it to promote their work and availability. By playing out our message in this authentic and aspirational world, we were able to establish Bepanthen in a fresh context that cut through – not just pushing product.

‘The First Time’ has quickly been embraced by local markets, already live in 7 countries. Markets aren’t just rolling out ads and social assets or starting the conversation online, either – they’re finding ways to weave the idea into experiences, going above and beyond to meet artists where they are, building genuine relationships at tattoo conventions and in other communities.


  • Bayer BepanthenClient
  • André BardyHead of Strategy
  • Bartleberry LoganProducer
  • Ben SelbyAccount Director
  • Chips HardyCreative Director
  • Emma FoxAccount Director
  • Harriet HapgoodTattoo Artist
  • Lucy HenshawCopywriter
  • Mike StoutTattoo Artist
  • Morgan van HeerdenIllustrator
  • Nicky SmilesHead of Studio
  • Rachel Juarez-CarrPhotography
  • Sebastian Barner-RasmussenFilm Director, Camera, Editor
  • Shilay LamProject Manager
  • * Alice BoothVisual Designer
  • * Paulina Lewandowskaprogramme director
  • * Mirum
  • * MirumExecutive Creative Director