Lexette “Nothing to See Here” Campaign

This is a campaign about nothing.

Which—as the copy explains—is exactly what people with psoriasis want to see on their sheets, skin, and clothes after they apply their topical medications. New Lexette Foam is a strong topical steroid in an elegant and clean formulation. It’s not greasy or sticky, and it dries quickly—leaving nothing behind.

The campaign features minimal typography and graphics overlaying delicate fabrics like white sheets, a flax-colored linen sofa, and crisp light-hued cotton shirts – all fabrics that would easily show the grease typical of other topicals – with a confident headline: “There is Absolutely Nothing to See Here”. That’s because with Lexette Foam—there truly is nothing to see.