Cetaphil’s new campaign challenges men to open up about skin care

Cetaphil is rolling out a new campaign that is calling on men to open up about skin care through a natural conversation held on their own terms. 

The video initiative will feature a Ceta Six-Pack. Instead of some cold ones, which are ritually brought over to a friend’s house, the six-pack featured in the video is filled with skin care and serves as a comedic motivator for men to open up about grooming. 

"There is a palpable surge in men's interest in skincare and we are excited to be a part of it," said Tara Loftis, global president of skincare at Galderma. "Inspired by a recent organic shoutout from football rookie Xavier Legette, coupled with our brand's natural affinity with men, we launched this campaign to foster a culture where skincare is openly embraced as part of everyday life. We are also incredibly excited that Xavier Legette will be taking part in this campaign."

Recent YouGov research found that men between the ages of 18 and 34 years old were roughly 40% more likely to say they used beauty products to make themselves feel better and look better when compared to men overall. 

[Read more: Eos’ strawberry dream, pink champagne lotions sweeten body care aisle]

In addition, consideration for skin care and cosmetics among men aged 18 to 34 years old jumped from 7.3% in 2020 to 8.8% by the end of 2023, the brand shared. 

Developed by the same creative team behind Cetaphil’s Super Bowl campaign, the initiative is now live on the brand’s social channels.