11 months ago
25
Cetaphil plans to be unavoidable this year, starting with a multi-pronged NYFW campaign.
For the 76-year-old skin-care brand, the campaign concept is to show how stressful working or participating in NYFW can be on sensitive skin and how Cetaphil is the perfect go-to item to help combat irritation. Cetaphil was the skin-care sponsor for the Marc Jacobs show on February 2, and it will sponsor the Alice & Olivia presentation on February 10. At the latter, the brand will have a backstage presence with a skin-care expert on-site to help prep the models’ skin before their makeup application. Other campaign activations include a partnership with media company Highsnobiety at Chillhouse in SoHo on February 10 — media, influencers and consumers are invited to enjoy manicures and mini facials. Cetaphil has also invited approximately 30 influencers representing 14 countries to join for various events and shows.
“We know, by talking to our consumers, that Cetaphil is seen a little bit like a wallflower. We had the idea of stepping onto a big stage, and that’s how this fashion week idea came to be,” said Luis Garcia, vp and head of marketing in the U.S. at Cetaphil’s parent company Galderma. “This is a moment where skin is put to the test.”
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English (US) ·