50% of people still show discriminatory behavior towards people with psoriasis. The Dutch Association for Dermatology and Venereology (NVDV) wanted to create awareness and understanding for the skin condition. We highjacked the high-end beauty aesthetic to create a surprising and news-worthy campaign, designed to improve the public’s empathy, instead of their looks. We launched ‘Experiasis’: a beautifully packaged, custom-made ‘beauty brand’ with a twist. The cream, custom made in collaboration with a leading make-up artist, could be applied to one’s skin, making the condition as well as the stigma and shame more relatable for people who don’t have the disease. Experiasis was used by media, influencers as well as patients to elevate the discussion around biases and stigma of this skin disease. The work has won Bronze at Cresta Awards.