Galderma’s skincare brand Cetaphil launched a science-focused experiential marketing initiative in response to consumer research findings, which revealed that customers trust the products but lack a connection to a broader brand community, according to PRWeek. 

“Customers shared that Cetaphil was a brand that they trusted for results, particularly as a cleanser, but they didn’t feel like they were part of a Cetaphil community necessarily,” Tara Loftis, Galderma’s Global President of Dermatological Skincare, said in a statement.

Attracting over 100 content creators to its October 2024 event in California, Cetaphil implemented the strategic brand refresh in a bid to boost community engagement.

Science-Centered Experiential Marketing Approach

The Malibu event transformed a house into multiple laboratory-themed spaces featuring medical equipment, healthcare providers, and food experts discussing nutrition-skincare connections. 

The format built on the success of a 2023 Mexico event, where “influencers and press were so excited to hear about this science that is typically common knowledge for dermatologists,” according to Loftis.

The campaign included performances by singer Tinashe and diver/DJ Griffin Maxwell Brooks, who also creates content showcasing product interactions. Cetaphil selected influencers from ten international markets based on their genuine skincare interest.

Engagement Metrics and Media Coverage

According to PRWeek, the SkinLabs event attracted 166 attendees, including 134 influencers, 17 media editors, and 15 healthcare providers. 

Content from the event generated significant engagement: an official Instagram post received over 30,000 likes, while creator posts achieved between 50,000 and 180,000 views or likes. Media coverage included features in Daily Mail, Glossy, Just Jared, and Page Six.

Loftis noted a shift in influencer marketing strategy, stating, “We are no longer living in a world where we can pay 20 of the top skin or beauty influencers to post and see a ripple effect.”

The campaign continues with additional SkinLabs events internationally, including this month’s installment in the Philippines.

Expanded Marketing Initiatives

Cetaphil recently launched “Made for Phil,” a male-focused initiative featuring humorous content and unconventional packaging designed to appeal to traditionally masculine interests. 

The campaign included partnerships with over 100 male influencers, particularly “dadfluencers” who received custom “Ceta Six Pack” packages mimicking beer packaging. 

The push followed increased male interest in the brand, exemplified by Carolina Panthers wide receiver Xavier Legette’s viral endorsement of Cetaphil products in an NFL interview.

The brand also launched its first influencer-led product with the Gentle Exfoliating collection. Gen-Z creator Katie Fang, who brings 5.2 million TikTok followers and 506,000 Instagram followers, fronted the campaign targeting 18-26-year-olds with sensitive skin. 

Loftis projected the collection to become the brand’s largest based on expected reach, investment, and sales. 

The initiatives came as Cetaphil reported strong financial performance, surpassing $1 billion in net sales in 2023, according to Galderma’s annual report.