The lives of dry skin sufferers
To understand all the complex emotions that come with having dry skin, we recruited from the edges rather than the mainstream: extreme dry skin sufferers. We mapped their histories, their daily highs and lows, their inner feelings, to discern what life as a dry skin sufferer was like, in all its nuances.
Dry skin leads to a swirl of different emotions – from the shame of how skin looks to frustration in not being able to treat it, to disappointment in knowing that it’s chronic. These negative emotions are often worked through to more positive feelings – acceptance, trust, calm. This emotions map generated a set of creative territories, which were prioritised and built out.