Cetaphil champions sensitive skin care awareness with month-long initiative
Cetaphil is working towards raising awareness of how to identify, care for and treat sensitive skin of all kinds.
In order to do this, the brand is debuting Sensitive Skincare Awareness Month, a digitally focused marketing campaign that provides consumers with access to resources, skin experts and science-backed guidance to help them on their skin care journey.
To find out more about this campaign, Drug Store News spoke with Michael Sabbia, senior director at Cetaphil, about how Sensitive Skincare Awareness Month came to be.
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“Put simply, Sensitive Skin Awareness Month was born out of a desire to help people identify, treat and care for their sensitive skin needs. We know 70% of women self-identify as having sensitive skin, but we also know sensitive skin can be challenging to understand and care for,” Sabbia said. “Plus, with so much information online and on social media, it can be overwhelming to sort through and determine what advice is best.”
To help consumers identify what products would work best for their skin issues, Cetaphil is using this time to debut educational tools and resources on how to select the best products for their concerns.
“We’ll do this with the help of an expert group of board-certified dermatologists, influencers and qualified skin specialists — coined the Sensitive Skin Academy — who will share their expert knowledge on how to confidently choose the best personal regiment,” Sabbia said.
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The Sensitive Skin Academy will focus on helping consumers build their routines, which will be extremely helpful to those just starting out on their skin care journeys, the brand said.
“It’s so important for consumers to first determine what type of sensitive skin they have, be it oily, acne-prone, dry or anything in between, and then find the best cleanser and moisturizer duo for their skin,” Sabbia said.
The month-long event features four weekly themes that highlight everything from identifying five signs of skin sensitivity to how exercise, food choices and many of life’s moments can affect sensitive skin.
As part of the campaign, Cetaphil is working with Walmart, Target, CVS Pharmacy and Walgreens to promote Sensitive Skincare Awareness Month in a variety of ways, including a buy one get one free promotion found in newspapers.
The coupon will be eligible for participating Cetaphil products of equal or lesser value while supplies last.
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“In store, we’ll be rolling out several touchpoints to further help guide the consumer on their sensitive skin journey,” Sabbia said. “Be it box talkers, personalized emails, shelf-talkers, in-store displays and even personalized offers at shelf, we’ll be bringing Sensitive Skin Awareness Month to life in store as consumers revamp their beauty cabinets.
The overall focus of this campaign is to share education with consumers about their sensitive skin care needs, which is what the brand hopes to accomplish at the end of the month.
“We hope all with sensitive skin can walk away with the knowledge that just because they have sensitive skin, that does not mean they need to compromise on the products or ingredients they use,” Sabbia said. “At Cetaphil, we’ve been dedicated to improving the overall quality of sensitive skin for 75 years, and that commitment remains strong as ever as we celebrate Sensitive Skin Awareness Month and continue striving to meet the needs of all sensitive skin consumers.
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Information and advice from the Sensitive Skin Academy will be accessible via Cetaphil’s Instagram account and on its academy partner’s social media accounts, as well as on a deferred landing page on its website that will feature additional information, resources and details on the weekly themes being discussed.
Cetaphil also will be showcasing all of its products online via its dedicated landing page on Amazon.