When it comes to reaching Gen-Z skin-care consumers, brands don’t always need to be the prettiest, flashiest or most celeb-focused of them all. Case in point: Cetaphil.
According to Piper Sandler’s annual Taking Stock with Gen-Z survey, Cetaphil ranks as the No. 2 skin-care brand behind CeraVe, moving up from its No. 3 position in 2020. At the helm of the brand’s success is June Risser, vp and gm of the consumer portfolio at Galderma. Risser also oversees adapalene acne brand Differin.
Risser has pushed both Cetaphil and Differin to experiment with digital media, such as TikTok and Twitter. Cetaphil ran a second-quarter 2021 campaign on TikTok based on sensitive skin, after the success of its first paid TikTok campaign at the end of 2020. It also debuted its own TikTok account (@CetaphilUSA, 13,300 followers) in September. The brand notably underwent a reformulation in September for the first time in the brand’s 74-year history. Cetaphil launched 16 new items, like SPF, expanding its total portfolio to 59 products.
Differin, meanwhile, launched a Twitter account in October and has been experimenting with Spotify ads. Differin expects to grow sales by 50% year-over-year, which Risser attributes to marketing investments made since the product received over-the-counter approval from the FDA in 2017. It’s additional product launches that offer a full skin-care routine are also a factor, she said.
“Whether it’s from influencers or dermatologists, TikTok is where people are going first for skin-care education and to learn about different ingredients,” she said.
Risser, who describes her leadership style as a “humble listener,” said her goal for Cetaphil and Differin is to join in on the cultural conversation, such as with Cetaphil’s 2021 TikTok influencer campaign showing people using the face wash to remove Halloween makeup. It experienced a 95% view-through rate, according to Risser. Elsewhere, Differin ran a connected TV campaign on Amazon this year, a first for the brand.
In 2022, Differin’s digital marketing will target minority consumer groups, as post-acne marks can look different based on skin tone. And Cetaphil will amplify its 75-year anniversary with more TikTok campaigns centered on sensitive skin.
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“Our obsession with serving the consumer is how we’re going to accelerate our growth. [By] continuing to build the equity of Cetaphil, in particular through dermatologists and with consumers, we’re going to drive awareness, drive conversion and drive the trial of new formulas,” said Risser.
