Key Takeaways:
- Cetaphil launched a science-focused marketing campaign to connect with customers.
- They hosted a cool event in California with influencers, labs, and fun activities.
- The brand is shifting from big influencers to niche creators for better engagement.
- Cetaphil is now targeting men and Gen-Z with new products and campaigns.
- The brand is growing fast, hitting over $1 billion in sales in 2023.
Cetaphil’s New Plan to Build a Skincare Community
Cetaphil, a trusted skincare brand, is on a mission to make its customers feel like they’re part of something bigger. You’ve probably heard of Cetaphil before—maybe you use their cleanser daily! But the brand noticed something important: people trust their products, but they don’t feel connected to a bigger Cetaphil community. To fix this, Cetaphil is rolling out some exciting new ideas.
A Science-Themed Event That’s All About Connection
In October 2024, Cetaphil invited over 100 content creators to an event in California. Imagine walking into a house that’s been turned into a science lab! There were spaces filled with medical equipment, doctors, and even experts talking about how food affects your skin. This wasn’t just a random idea—it worked well in Mexico last year, where influencers got super excited about the science behind skincare.
The event wasn’t all serious talk. Singer Tinashe performed, and Griffin Maxwell Brooks, a diver and DJ, also showed up. Griffin even made content showing how he uses Cetaphil products. The brand picked influencers from ten different countries, focusing on those who genuinely care about skincare.
Big Numbers and Buzzworthy Moments
So, how did it go? The event, called SkinLabs, had 166 attendees, including 134 influencers, 17 media editors, and 15 healthcare pros. People were really into it! An Instagram post from the event got over 30,000 likes, and influencers’ posts got between 50,000 to 180,000 views or likes. Plus, big names like Daily Mail, Glossy, and Page Six wrote about it.
A New Way to Work With Influencers
Tara Loftis, who leads Cetaphil’s skincare team, says they’re changing how they work with influencers. “We’re not in a time where paying 20 top influencers will create a big impact,” she says. Instead, they’re focusing on smaller, niche creators who can share more personal, meaningful stories about Cetaphil.
This approach seems to be working. The brand is planning more SkinLabs events around the world, including one in the Philippines this month.
Targeting Men With Humor and Creativity
Cetaphil isn’t just stopping at science. They’ve also launched a campaign called “Made for Phil,” aimed at men. The campaign uses funny content and unusual packaging that looks like something men might already be into, like beer. They’ve partnered with over 100 male influencers, especially dad influencers, sending them custom “Ceta Six Pack” packages.
Why men? Well, there’s been a growing interest in Cetaphil among guys. For example, NFL player Xavier Legette talked about using Cetaphil during an interview, and it went viral. This campaign is all about making skincare feel more approachable and fun for men.
A New Product Just for Gen-Z
Cetaphil is also reaching out to younger skin. They launched their first influencer-led product, the Gentle Exfoliating collection, with Katie Fang, a popular Gen-Z creator. Katie has millions of followers on TikTok and Instagram, and she’s all about sensitive skin care. The campaign is tailored for people aged 18-26, with content that feels real and relatable.
Tara Loftis thinks this could become Cetaphil’s biggest product yet, thanks to its reach, investment, and expected sales.
Big Growth for Cetaphil
All these new moves come as Cetaphil is doing really well financially. In 2023, they made over $1 billion in sales—a huge milestone. Their parent company, Galderma, is clearly proud of these results and the innovative ways Cetaphil is connecting with customers.
What It All Means
Cetaphil is proving that skincare is more than just products—it’s about people and community. By focusing on science, creativity, and real connections, they’re building a loyal following. Whether it’s through fun events, niche influencers, or campaigns that speak to specific groups, Cetaphil is showing how brands can grow in exciting new ways.
Keep an eye on Cetaphil—they’re just getting started!
