CLIENT
Galderma Laboratories, L.P.
Cindy Kee, Sr. Integrated Marketing Manager, Cetaphil, OTC Marketing
Miles Harrison, VP& General Manager, US Self Medication
Jeannette Chantalat, Sr. Brand Manager, Cetaphil, Self-Medication, Marketing
AGENCY
Marshall Ross, Vice Chairman/CCO
Derek Green, Sr. VP, Executive Creative Director
Tim Mauery, SVP, Director of Acct. Manaagement
Lisa Purpura, VP, Director of Digital Strategy
Christina Calvitt, VP, Creative Director
Jena Stadtlander, VP, Management Supervisor
Ewa Lonska, Sr. Art Director
Lippe Taylor
SUMMARY
The skincare world is filled with flashy celebrity spokespeople and power-house spenders. Cetaphil, the original dermatologist recommended brand, found its point of difference starting to be usurped, along with its share and sales. Outspent and outshouted, we needed a breakthrough, relevant and efficient way to reach our target. We leveraged Cetaphils benefitbeing gentle yet effectivewith a cultural human truth around womens unique use of power, to make the message resonate beyond Cetaphils budget. The Gentle Power of Cetaphil did just that, more than doubling share and sales goals.
