Cetaphil may be 76 years old, but the leading derm-recommended, sensitive skin care brand is approaching building awareness like any modern franchise: by asking consumers to create engaging content and rewarding the best UGC with an all-expense paid trip to NYFW this February.
Over the past several weeks consumers have been furiously creating videos on Instagram and TikTok to show how they would use Cetaphil as part of their beauty routine if they won a trip to one of the most energetic (yet skin stressing) pop-culture events. To meet submission requirements, each video needs to be posted in-feed, tagged @CetaphilUSA on TikTok or @CetaphilUS on Instagram using the #FaceofCetaphilContest hashtag, and end with a show-stopping fashion and beauty look (click for detailed information.)
The contest, which ends January 5 at 5 p.m. ET, will reward five winners (one winner from five different markets will be selected, including the U.S., U.K. and Canada) with a trip to NYC to act as on-the-ground correspondents for the brand. Entries will be judged by a third-party contest management company based on originality, creativity, and how each video incorporates Cetaphil into their routine. Winners will be announced in early February.
“We really want to drive brand engagement and build cultural relevance while we continue to position Cetaphil as a leader in the sensitive skin care category,” said Gerry Muhle, SVP and Head of Global Product Strategy, Galderma.
Over the past several years Cetaphil has aimed to expand its presence beyond dermatologists into the cultural zeitgeist with initiatives that include engaging makeup artists and key influencers. For example, during spring 2023 the brand was the exclusive skin care sponsor for makeup artist Alexx Mayo, who has worked with performers such as Mariah Carey and Tinashe.
“That’s what led to us to activating a major campaign [on social media]; to set up the brand with a fun personality,” said Muhle. Lifestyle influencer Kristine Thompson (742K followers on IG @mskristine, 1.8M followers on TikTok @trendycurvy) is helping spread word of the contest.
Cetaphil, which is owned by pharmaceutical giant Galderma, was founded in 1947 by a pharmacist looking to address the needs of sensitive skin. Today, Cetaphil consists of more than 70 products sold mainly in the mass market (Costco, Walmart, and Target) as well as pharmacies around the world.
Recent product launches reflect today’s skin care trends, too. In fall 2023, Cetaphil launched Healthy Renew, a four-step skin care line formulated with peptides to support consumers with skin who want to address signs of aging.
“They’d love to be able to use retinols, but they can be quite abrasive if you have sensitive skin,” said Muhle. “Healthy Renew is a retinol alternative that really helps defend against the visible signs of aging. I think it’s a good example of a product that addresses a real concern that people with sensitive skin want.”
Cetaphil’s core consumers are 30-somethings who want sensible price points, as well as younger female shoppers just starting on their skin care journey. Cetaphil retails from $10 to $30 depending on product and retailer.
