Cetaphil Celebrates Men’s Skincare Rituals in New Social Campaign

Cetaphil is encouraging the modern man to embrace skincare with a humorous new digital campaign entitled, “Made For Phil.”

Premiering the week of Father’s Day, the campaign features two videos on the Galderma-owned brand‘s social channels introducing the humorous “Ceta Six Pack” and the versatile “CetaGrill,” both of which integrate skincare into everyday routines.

Self-Care in Secret

From sprays and creams to tweezers and gadgets, the modern man is actively participating in self-care in secret, with rituals as unique and individual as the men themselves. According to research by the brand, as men’s skincare rituals grow, so does their desire to keep it to themselves. Cetaphil’s #MadeForPhil addresses every man, embracing the reality that modern masculinity is diverse and varied.

“There is a palpable surge in men’s interest in skincare and we are excited to be a part of it,” said Tara Loftis, global president of skincare, Galderma. “Inspired by a recent organic shoutout from football rookie Xavier Legette, coupled with our brand’s natural affinity with men, we launched this campaign to foster a culture where skincare is openly embraced as part of everyday life. We are also incredibly excited that Xavier Legette will be taking part in this campaign.”

MadeForPhil Sweepstakes

The #MadeForPhil campaign by Cetaphil rolls out in June with multi-channel initiatives. Highlights include a consumer sweepstakes offering an exclusive “CetaGrill,” which contains 30,000 BTUs of open flame cooking power and custom holders for Cetaphil cleanser and moisturizer. Additionally, partnerships with personalities like football rookie Xavier Legette, DJ Walton and The Real Dads of NY sharing their skincare routines aim to foster camaraderie among skincare-loving men.

Check out a clip of the campaign here.