Galderma-owned skincare brand Cetaphil launched its Gentle Exfoliating collection, marking its first influencer-led campaign. 

The brand has tapped Katie Fang, a Gen-Z influencer with 5.2 million TikTok followers and 506K Instagram followers, to spearhead the initiative.

Cetaphil Global President Tara Loftis told Glossy that the collection addresses the needs of Gen Zalpha members aged 18-26 who want to exfoliate but have sensitive skin.

Loftis projects this collection as the largest in the brand’s history based on expected reach, investment, and sales.

The new line comprises three products: a $9.99 Gentle Exfoliating SA Cleanser, a Gentle Exfoliating SA Lotion in two sizes, and a $14.99 Exfoliating Rough & Bumpy Cream for the body.

The products feature a proprietary blend of acids, including salicylic, mandelic, and gluconolactone. The body product contains 20% urea.

Fang, who has used the products for several months, will host a New York City pop-up for the collection on September 5. This campaign marks her first as the face of a brand.

The new skincare launch comes as Cetaphil reports record sales. According to Galderma’s 2023 report, the brand surpassed $1 billion in net sales last year. Recently, L’Oréal acquired an undisclosed 10% stake in Galderma.

Influencer Marketing Meets Dermatology

Cetaphil’s marketing strategy combines influencer partnerships with dermatologist endorsements. 

In addition to Fang, the brand enlisted 250 social media influencers and four dermatologists with significant social media followings to promote the collection.

It’s not the first time a skincare company has leveraged social media to reach a target demographic. 

In March, Estée Lauder’s skincare brand Clinique partnered with seven dermatologists for an initiative called the “Derm Creator Council.” This group of influential dermatologists created educational content showcasing Clinique’s products while advising the brand’s consumer engagement team on social media strategy.

Conversely, that month, TikTok’s most famous derm, Dr. Muneeb Shah, launched his skincare line Remedy, targeting Gen Z and millennial consumers by addressing their top skin concerns at an affordable price.

Cetaphil launched its “Made for Phil” campaign in June, featuring humorous videos of “dadfluencers” and unconventional product packaging to make skincare appeal to traditionally masculine interests.