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Cetaphil Makes Big Digital Push During Sensitive Skin Awareness Week

Facebook, Instagram and TikTok events will target 70% of Americans who self-diagnose as having sensitive skin.

Cetaphil, a venerable skin care brand known for its facial care formulations, is kicking off a major campaign for Sensitive Skin Awareness Week, which begins today and runs through March 28. The brand’s recently launched “Complete Care for Your Sensitive Skin” campaign will be at the heart of the effort, which includes a lineup of dermatologists, influencers and experts who will provide consumers with best-in-class advice and science-driven recommendations.
 
“Sensitive Skin Awareness Week is designed for today’s digitally savvy and connected skincare consumer to have a more interactive dialogue on social platforms to help them meet their unique skin needs. Cetaphil has long tapped into social media to engage with our consumers and Sensitive Skin Awareness Week brings more science to this dialogue,” said June Risser, VP and GM of consumer business at Galderma, which owns Cetaphil. “This initiative will provide our consumers with first-hand access to science-based sensitive skincare knowledge from some of the best dermatologists in the country, alongside product recommendations from their influential peers who have been able to test all the market has to offer and prefer Cetaphil as their brand of choice.”
 
According to Cetaphil, 70% of Americans self-diagnose as having sensitive skin, and there is confusion surrounding how to best mitigate the issue. 
 
The “Complete Care for Your Sensitive Skin” campaign begin with a rollout of interactive digital programming across Facebook, Instagram and TikTok, including Instagram Lives and takeovers that include Dr. Andrea Suarez and Edward Zo on Instagram Live today as well as:

  • Tuesday, March 23 at 5pm EST: Dr. Camille Howard and Renee Chow Instagram Live
  • Wednesday, March 24 at 3pm EST: Dr. Alexis Stephens will be taking over @CetaphilUS
  • Thursday, March 25 at 3pm EST: Dr. Chris Tomassian will be taking over @CetaphilUS 
  • Friday, March 26 at 3pm EST: Dr. Jenny Liu and Melissa Alatorre Instagram Live.

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