The new consumer-focused strategy is a significant step-change in the Cetaphil brand's marketing efforts, which have historically relied primarily on dermatologist recommendations to patients.
The TV, print and digital advertisements have a decidedly unique look that solely focuses on the skin, paired with statements that demonstrate how women balance the demands of their day-to-day lives with how Cetaphil products balance the day-to-day demands on their skin.
"Gentle Power makes an emotional connection with skin care consumers and also embodies the Cetaphil brand," explains Stuart Raetzman, chief executive officer of Galderma Laboratories, L.P. and vice-president, North America, which owns the Cetaphil brand. "We know, through speaking directly with consumers, that they want products to be effective while still respecting their skin. That's why the Cetaphil brand offers a variety of skin care products that provide reliable solutions for all types of skin and conditions. Cetaphil products are the skin's best friend, consistently supporting its best interests and acting as a stabilizing force in any skin care regimen."
The Cetaphil brand's first fully integrated consumer marketing campaign includes traditional media, social media, ecommerce, media planning and more, the firm said.