In an industry as dynamic as dermatology, it’s no surprise that AAD 2025 was the biggest conference yet. Thousands of attendees, exhibitors, and industry leaders gathered in sunny Orlando for a high-energy event filled with cutting-edge science, emerging trends, and powerful conversations. Now that the dust has settled, we’re sharing our key takeaways and reflections.
A Presence with Purpose
At Schaefer, we showed up in full force to reaffirm our long-term commitment to dermatology. Over two whirlwind days, we reconnected with longtime partners, discovered the latest innovations, and forged new relationships. But beyond the buzz of the show floor, we led with strategic curiosity—observing both subtle and seismic shifts shaping the field. After all, insight fuels innovation, and here are five key themes that stood out:
1. The Regeneration Race
Beyond the industry giants, a growing number of companies are vying for leadership in skin regeneration technologies—particularly exosomes. While clinical data in this space remains sparse, the buzz suggests a major breakthrough could be on the horizon. The question isn’t if, but when someone will unlock meaningful evidence to tap into this category’s massive potential.
2. Elevating Skin of Color Solutions
The emphasis on solutions for skin of color continues to mature, with major manufacturers (Pfizer, Lilly among others) driving meaningful conversations. While not a new topic, seeing this priority amplified at AAD after years of industry evolution was noteworthy. Inclusive skincare isn’t just good science—it’s good business.
3. Personalized Diagnostics Take Center Stage
Across multiple therapeutic areas—ophthalmology, oncology, and now dermatology—personalized diagnostic and treatment integrations are surging. AAD validated this trend, with La Roche–Posay drawing long lines for its personalized swab skin test. The real question is: how will brands leverage these diagnostics to drive long-term patient engagement and loyalty?
4. The Power of Regimen Reinforcement
Muhammad Ali once said, “It’s the repetition of affirmations that leads to belief.” Marketers know that repetition is key to building brand trust, and at AAD, regimen-based messaging was everywhere. Galderma and Cetaphil stood out as strong examples, reinforcing the power of structured skincare solutions to improve patient outcomes.
5. Milestones, Heritage, and Brand Legacy
Stepping back from the flurry of new product launches, a compelling meta-theme emerged: brands are leveraging anniversaries and milestones as strategic positioning tools. Among many others, CeraVe showcased its 20-year journey with a museum-style timeline, Cosentyx highlighted a decade of industry collaboration, and Candela celebrated 50 years of leadership. Are these narratives influencing prescriptions and referrals? Are they defenses against startup pressure? Likely, it’s a mix of both—proof that longevity and legacy matter in this market.
Beyond the Surface
More than anything, AAD 2025 reinforced the passion that drives this industry forward. Dermatologists, NPs, PAs, aestheticians, and industry leaders share a deep commitment to improving patient health — and it’s that human connection that fuels real innovation.
At Schaefer, we’re more than healthcare specialists — we’re human specialists. We craft emotional resonance that connects brands with people, ensuring better engagement and, ultimately, better outcomes.
If you’re ready to bring this perspective to your brand, let’s talk.
