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FORT WORTH, Texas — Cetaphil is launching its first fully integrated consumer marketing campaign, dubbed "Gentle Power."
Cetaphil is launching its first fully integrated consumer marketing campaign, dubbed "Gentle Power."
The Galderma Laboratories skin care brand said Tuesday that the new consumer-focused strategy signals a new direction in its marketing efforts, which historically have relied mainly on dermatologist recommendations to patients.
Created by Cetaphil’s new agency of record, Cramer-Krasselt, the Gentle Power marketing campaign incorporates traditional print and broadcast media, digital media, social channels, e-commerce and media planning, highlighting innovative Cetaphil product formulations that are gentle and effective for all skin types, the company noted.
The television, print and digital advertisements have a unique look that focuses on the skin and demonstrates how women balance the demands of their daily lives with the way 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," stated Stuart Raetzman, chief executive officer of Galderma Labs and North America vice president. "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."
New Cetaphil commercials include spots for Cetaphil Gentle Skin Cleanser and Cetaphil Moisturizing Cream, as well as for Cetaphil Gentle Cleansing Cloths, launched last month.
"The Gentle Power campaign highlights the special balance between the powerful skin care technology of Cetaphil products and their gentle formulation," commented Karen Seamen, president and chief operating officer of Cramer-Krasselt. "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."
