Incyte has introduced a new advertising campaign for Opzelura, featuring the actor and singer Mandy Moore, in an effort to raise awareness about atopic dermatitis, the most common form of eczema, and share the experiences of patients who have found relief from their symptoms. Mandy Moore, who also has eczema but does not use Incyte’s Opzelura, shared her reasons for participating in the campaign in a video to her 5.5 million Instagram followers.
The campaign, titled “Moments of Clarity,” centers around a four-minute video in which Mandy Moore converses with Anna, a teenager who experienced rapid relief from itching within days and a reduction in redness within weeks after starting Opzelura. In the video, they discuss their shared interest in cheerleading and how eczema has impacted Anna’s life, affecting her ability to enjoy activities such as cheerleading and basketball.
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“I’m well aware of the impact it can have on your daily life. Sometimes I feel particularly self-conscious about it, especially when I’m at work. Luckily, my day job allows for it to get somewhat covered up but … I don’t think it ever really feels good to show up for work when you’re not feeling your best. So I would encourage anyone with eczema to speak up and try to seek relief from their symptoms.”
– Moore
Incyte’s Opzelura website features additional videos and patient stories, including one with Anna’s mother sharing her experience and another with a middle-aged electrician named Eric, who explains how developing eczema symptoms in his 50s affected his life. The website also includes text quotes from four other individuals and encourages patients to share their “Opzelura moment.”
Opzelura has seen a growing number of patients using the drug, with net revenues reaching $80 million in the second quarter, a 384% increase compared to the same period last year. Incyte is considering lowering the minimum age for Opzelura use from 12 years to 2 years, and the company may face increased competition from rival drugs developed by Dermavant and Arcutis Biotherapeutics.
