Exclusive: Cetaphil taps Katie Fang for its first influencer-fronted campaign

2 months ago 21

Cetaphil is entering a new era, according to Tara Loftis, the brand’s global president. And to usher it in, it’s tapped Gen-Z queen Katie Fang (5.2 million followers on TikTok, 506,000 on Instagram).

On Tuesday, Cetaphil launched the Gentle Exfoliating collection, which comprises three products: the $9.99 Gentle Exfoliating SA Cleanser, the Gentle Exfoliating SA Lotion, which is available in two sizes; and the $14.99 Exfoliating Rough & Bumpy Cream for the body. The collection addresses the specific needs of members of Gen Zalpha who want to exfoliate but have sensitive skin, Loftis said.

According to Loftis, the collection is set to be the biggest in the brand’s 77-year history, based on the projected reach, investment and sales.

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