Thu, 29 Apr 2021 08:32:00 GMT
The first campaign for Cetaphil, ‘Hype-Free Skincare’, launches today.
Known for its affordable, effective skincare, especially for sensitive skin, as well as for its slightly medicinal packaging, Cetaphil has been a familiar fixture in Aussie bathrooms for decades. Unfortunately, this doesn’t make it the most exciting product on the shelf,especially for younger audiences. But while some might think having moisturisers that moisturise, cleansers that cleanse and products that are safe and work for everyone makes Cetaphil boring, when it comes to skincare, boring is good. Against a background of increasingly excessive skincare routines and expensive products, Cetaphil stands out as something altogether simpler and more accessible.
Now live, Cetaphil’s Hype-Free Skincare campaign features a shocking confession from a fictitious skincare influencer - and secret Cetaphil lover - whose identity has been hidden for their own protection.
There is also an Influencer Protection Program hotline for other skincare influencers - and closet Cetaphil fans - in need of support due to their addiction to the simple but undeniably effective skincare brand.
Leah Elder, Galderma Digital & eCommerce lead, says: “The world of social media has influenced what we share so much. When it comes to skincare if its ‘not ideal for a #shelfie’or hyped up we’re less inclined to share it. Our HYPE-FREE campaign is a hilarious dramatisation of a fictitious influencer having to hide behind a pixel, voice warp and a protection program to conceal that it’s the trusted, humble brands like Cetaphil that may not make the YouTube glam table but you always have in your actual cabinet or get recommended by your dermatologist. We hope to make people laugh, we hope our closet fans relate and we hope newbies get to know us a little more.”
Simon Joyce, Emotive CEO and founder said: “We are thrilled to be working with such an innovative business in Galderma. With Cetaphil, they have been bringing accessible skincare to the masses since 1947 and in a category fuelled by hype, there’s something incredibly refreshing about a product that does what it says on the packaging.”
James Pash, creative director at Emotive, continued: “Cetaphil was created by a pharmacist decades before social media, and it shows. Luckily for us, the team at Cetaphil was brave enough to let us embrace this truth. ‘Hype-Free Skincare’ highlights just how unpretentiously effective Cetaphil is by parodying the world of ‘skinfluencer’ endorsements and ‘skintertainment’ (they’re real terms, I’m sorry to say).”
The appointment signals further momentum for the independent agency and follows the recent win of the Pernod Ricard, ARN and Modibodi accounts.