• by Nina Lentini , April 22, 2014

With a new consumer-focused strategy, the Cetaphil brand of skin care products is launching its first fully integrated consumer marketing campaign, called “Gentle Power.”

Created by the brand’s new AOR, Cramer-Krasselt, the effort focuses on statements that show how women balance their daily lives with the way Cetaphil products balance the daily demands on their skin.

The campaign includes traditional media, social media, ecommerce, and media planning. Details of the media plan were not forthcoming. It is a step-change in Cetaphil's marketing efforts, which have historically relied primarily on dermatologist recommendations to patients.

The TV, print and digital advertisements focus on the skin, paired with statements that demonstrate how women balance the demands of their day-to-day lives with how Cetaphil products balance the day-to-day demands on their skin. 

The 15-second spots highlight the brand’s Gentle Skin Cleanser, Moisturizing Cream, and Gentle Cleansing Cloths.

Cetaphil, established in 1947, is a brand of Galderma Laboratories, L.P., headquartered in Fort Worth, Texas.