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New Campaign Looks to Bring Cetaphil to the Forefront for Consumers

Posted: April 22, 2014

The Cetaphil brand of skin care products, manufactured by Nestlé-owned Galderma, announced the launch of its first fully integrated consumer marketing campaign. The Gentle Power campaign, created by the brand's new agency of record Cramer-Krasselt, highlights the innovative Cetaphil product formulations that are both gentle and effective for all skin types.

The TV, print and digital advertisements have a 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, CEO of Galderma Laboratories and vice president, North America. "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 Gentle Power campaign highlights the special balance between the powerful skin care technology of Cetaphil products and their gentle formulation," said Karen Seamen, president and COO of C-K. "Given their track record with dermatologists, we are proud to launch a campaign that will help the Cetaphil team become more active in direct consumer marketing."

The Cetaphil brand's first fully integrated consumer marketing campaign includes traditional media, social media, e-commerce, media planning and more. The new consumer-focused strategy will be a significant step-change in the Cetaphil brand's marketing efforts, which have historically relied primarily on dermatologist recommendations to patients.