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Expressing the emotion of sensitive skincare

With over 70 years of experience treating sensitive skin, Cetaphil has built a world-class reputation as a skincare brand created by dermatologists and trusted by consumers to help them treat and manage skin concerns. Cetaphil wanted to build on its heritage as a trusted, dermatologist-endorsed brand but needed to meet evolving consumer needs by speaking to the emotional experience of having sensitive skin. However, having undergone a strategic repositioning shift, led by fellow IPG agency Deutsch, Cetaphil had identified that successfully owning the territory of sensitive skincare meant going beyond efficacy and unlocking the emotional experience of sensitive skin sufferers. 

FutureBrand was tasked with using Cetaphil’s visual eco-system and packaging as a strategic tool to deliver on this insight, evolving the existing brand across an expanded portfolio of products enabling sensitive skincare sufferers to feel in control, emotionally and practically, of their skincare journey. Awareness of Cetaphil as a dermatologist-endorsed brand was driving initial consideration, but our insights revealed that consumers also wanted access to a more bespoke and premium offering to target specific concerns.

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