02.09.24
Cetaphil, a leading dermatologist-recommended sensitive skincare brand whose parent company is Happi Top 50 Company Galderma, is launching a first-of-its-kind global skincare immersion.
The immersion will put the sensitive skin science behind its formulas to the “ultimate skin stress test” at New York Fashion Week (NYFW).
“We Do Skin, You Do You” Campaign
As an extension of the brand’s “We Do Skin, You Do You” campaign, Cetaphil’s NYFW activation will enlist influencers and consumers from 14 different countries to be the “Face of Cetaphil.” They will have entered a global contest to win a trip to New York City, where they will act as on-the-ground correspondents alongside other influencers. The delegates will participate in 48 hours of Fashion Week events and activations putting Cetaphil’s sensitive skincare formulas to the test.
“In 2022, we debuted the global ‘We Do Skin. You Do You’ campaign to help empower those with sensitive skin to do more of the things they love – without hesitation,” said Gerry Muhle, head of global product strategy, Galderma. “This year, with the ‘Face of Cetaphil,’ we are bringing the campaign to life by tapping into a cultural moment that is very relevant to our consumers. New York Fashion Week is the perfect place to put the brand at the forefront of where fashion, beauty and skincare intersect.”
The initiative includes partnerships with contemporary fashion brand Alice and Olivia; modeling and talent agency Wilhelmina International Inc.; and global fashion and media brand Highsnobiety. The competition winners will be joined by sensitive skin expert Dr. Lindsey Zubritsky, board-certified dermatologist at Premier Dermatology and Skin Cancer Center.
“Some cosmetics are a main trigger of sensitive skin, due to the inclusion of potentially irritating ingredients and regular usage,” said Dr. Lindsey Zubritsky, board-certified dermatologist, Premier Dermatology and Skin Cancer Center. “Similarly for clothing, when fabrics interact with skin that has an interrupted skin barrier, products can lead to irritated skin or skin conditions such as contact dermatitis. Scientific research is foundational to everything Cetaphil does, and research has shown that sensitive skin needs extra care. Cetaphil products can help restore and rebuild the skin moisture barrier, helping to reduce skin aggravation. This ultimately helps people feel comfortable in their own skin – and in their beauty and fashion looks.”
“Skincare Prep”
As Alice and Olivia’s exclusive skincare sponsor, Cetaphil will have a strong presence backstage at one of Fashion Week’s hottest shows. The partnership will include a “skincare prep” area where models will have the opportunity to meet with a Cetaphil skin expert and have their skin prepped using Cetaphil products. These include the Gentle Skin Cleanser, Healthy Renew Face Serum and Moisturizing Lotion, which ensure a hydrated canvas for makeup and clothing application.
Through Cetaphil’s partnership with Wilhelmina Modeling Agency, attendees will also get exclusive access to a group of models who are walking in NYFW shows. These experiential, behind-the-scenes moments will give them an insider’s look at Fashion Week, seeing how it impacts skin, through the eyes of a model.
A Cetaphil x Highsnobiety pop-up will take place on Saturday, Feb. 10. The space will serve as a fashion-forward sensitive skin sanctuary where New Yorkers can relax and refuel amidst the hustle and bustle of Fashion Week. The pop-up will be completed with skin consultations, beauty services, custom hydrating beverages and more.