Cetaphil, the trusted global leader in sensitive skincare, announced a transformative rebrand with a bold shift towards an advocacy-first strategy. This new approach was announced at the inaugural Cetaphil SkinLabs launch and is built upon Cetaphil’s ongoing collaboration with dermatologists while forging new partnerships with the influencer community, ensuring expert-backed advice and education are accessible to all.
A Shared Mission with Dermatologists and Influencers
In response to the influx of skincare misinformation on social media, Cetaphil’s advocacy-first strategy prioritizes empowering consumers with dermatological expertise. A gap in dermatology knowledge means that many turn to ill-informed sources online, which can wreck skin with an excessive use of chemical and physical exfoliants.
By fostering a collaborative relationship with both dermatologists and influencers, Cetaphil champions responsible education, advocating for gentle, effective skincare for all.
“Cetaphil’s commitment is to deliver science-driven, dermatologist-recommended solutions that cater to diverse skin needs, ensuring that everyone—regardless of skin type or concern—has access to effective, clinically proven skincare,” says Louie Roxas, General Manager of Galderma Philippines.
Sensitive Skin: Efficacy Without Compromise
Sensitive skin affects an estimated 70% of people globally, with the Philippines ranking #6. Despite the staggering prevalence, a longstanding misconception has hindered the sensitive skin category’s growth: products designed for sensitive skin were often viewed as too gentle or lacking efficacy.
Cetaphil has decisively debunked this notion, delivering powerful skincare solutions that protect the skin barrier without compromising results.
“For over 75 years, Cetaphil has been relentlessly pushing boundaries and advancing skin science so that everyone can feel free to be their most authentic self. At Cetaphil, we are for everyone’s sensitive skin,” says Mark Sarmiento, Cetaphil Business Unit Head.
Targeting the Next Generation
In this new campaign, Cetaphil places a spotlight on Gen Z, many of whom have yet to establish brand loyalty with the leader in sensitive skincare. As studies reveal their increased vulnerability to skin sensitivity, Cetaphil seeks to resonate with this audience and empower them to embrace gentle skin care solutions designed for their needs.
Immersive Brand Experience at the Cetaphil SkinLabs
Cetaphil introduced its rebrand with the exclusive launch event, Cetaphil SkinLabs, bringing the campaign’s ethos to life through an immersive and educational experience. Held at The Courtyards at Vermosa, the event welcomed dermatologists, ambassadors, beauty and lifestyle KOLs, media, and other brand advocates.
Attendees were guided through a curated journey exploring Cetaphil’s science-backed approach and longstanding commitment to sensitive skin. The experience featured engaging activities, derma talks, and demonstrations of the brand’s latest innovations.
Highlights included:
- Insights from Khen Kon, Head of Medical Galderma Asia Pacific, who addresses the increasing prevalence of skin sensitivity and the need for gentle skin science.
- A walkthrough to different rooms dedicated to Cetaphil’s other brands, where guests were able to learn better how Cetaphil cares for sensitive skin at every stage of life.
- An emphasis on empowering Filipinos, as the Philippines ranks sixth globally in skin sensitivity prevalence.
Guests left with a deeper understanding of Cetaphil’s dedication to advancing skin science and the brand’s mission to elevate self-care routines for everyone—including those with sensitive skin.
For the first time in a Cetaphil event, multiple brand ambassadors were present: Host Bianca Gonzalez, Catriona Gray, Nico Bolzico, and Andi Manzano shared their experiences with the brand. New members of the Cetaphil family were also introduced: Donny, Ell, Hannah Pangilinan, Atasha Muhlach, and Bea Fabregas discussed their excitement at being presented for the first time as brand ambassadors.
Looking Ahead
Cetaphil’s rebrand signifies an enduring commitment to advocacy, education, and inclusivity within the skincare community. With this fresh perspective, the brand looks forward to empowering individuals of all generations to embrace gentle, effective skincare rooted in science and care.
For more information on Cetaphil and the new rebranding initiative, visit Cetaphil, and follow @CetaphilPH on Instagram, Facebook, and TikTok. Cetaphil products are available at Watsons, Mercury Drug, leading e-commerce platforms, and other key retailers.
