Cetaphil Leverages Social to Target Consumers with Skin Concerns
Grace Mahas — August 4, 2021 — Fashion
By now, many of us have noticed the "TikTok effect" and trusted skincare brand Cetaphil is now reaping the benefits as well. The well-established Canadian brand has recently amassed a new fan base with Gen Z and Millennial consumers thanks to the social media platform and the help of dermatologists and skincare experts alike.
Cetaphil is now leveraging renowned board-certified dermatologist Dr. Katie Beleznay is to help educate more Canadians on its long-standing reputation for supporting sensitive skin. The brand's campaign highlights its Sensitive Skin Core Collection which includes Gentle Skin Cleanser, the Daily Facial Moisturizer, the Moisturizing Cream, the Moisturizing Lotion, and the Oily Skin Cleanser. Each product is rooted in science and specially formulated to support those with sensitive skin and other concerns like rosacea, acne, and eczema. The products are all crafted to support skin hydration (an issue still present for those with oily skin) without the use of harsh ingredients like fragrances that can actually irritate the skin further. This is especially important since many traditional face washes strip the skin's barrier, causing more skin concerns rather than preventing them.
As skincare continues to grow in popularity–especially in light of the pandemic and "maskne"–consumers are increasingly keen to find science-based products that support their skin. Cetaphil's newest partnership with Dr. Katie Beleznay is a key way the brand can continue to extend its reach to younger demographics.
Image Credit: Cetaphil
Cetaphil is now leveraging renowned board-certified dermatologist Dr. Katie Beleznay is to help educate more Canadians on its long-standing reputation for supporting sensitive skin. The brand's campaign highlights its Sensitive Skin Core Collection which includes Gentle Skin Cleanser, the Daily Facial Moisturizer, the Moisturizing Cream, the Moisturizing Lotion, and the Oily Skin Cleanser. Each product is rooted in science and specially formulated to support those with sensitive skin and other concerns like rosacea, acne, and eczema. The products are all crafted to support skin hydration (an issue still present for those with oily skin) without the use of harsh ingredients like fragrances that can actually irritate the skin further. This is especially important since many traditional face washes strip the skin's barrier, causing more skin concerns rather than preventing them.
As skincare continues to grow in popularity–especially in light of the pandemic and "maskne"–consumers are increasingly keen to find science-based products that support their skin. Cetaphil's newest partnership with Dr. Katie Beleznay is a key way the brand can continue to extend its reach to younger demographics.
Image Credit: Cetaphil
Trend Themes
1. Hydration-focused Skincare - Brands can focus on developing science-based products to support hydration without harsh ingredients like fragrances and target to sensitive skin type
2. Dermatologist Partnerships - Collaborating with reputable dermatologists to educate and promote skincare products can help brands reach younger demographics
3. Social Media Marketing - Leveraging social media platforms such as TikTok can help brands establish a new fan base with Gen Z and Millennial consumers
Industry Implications
1. Skincare Industry - Research and develop specialized skincare products for sensitive skin types to support hydration
2. Dermatology Industry - Collaborate with skincare brands to promote healthy skincare products that cater to different skin concerns
3. Marketing Industry - Explore social media influencer marketing opportunities on platforms like TikTok to reach younger demographics
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