Cetaphil

Extending brand advocacy through awareness, trial and ongoing expertise

Cetaphil earned its place among dermatologists as a gentle skin care line for all skin types and conditions, but the Cetaphil consumer was more elusive. Behavioral analysis revealed three distinct Cetaphil targets—beauty, health and therapeutic—plus a very interested parent segment. So we created two separate yet integrated digital programs to support individual and overlapping needs, and to encourage shareability among highly viral groups.

Cetaphil Skin Care Club
This branded loyalty club attracted, converted and engaged 500,000+ members aged 18-50, through contextual messaging that aligned with segmented consumer profiles.

Cetaphil Kids Care Corner
This program was highly targeted by relevant attributes including children’s ages, skin conditions and geographic location. It positioned the brand as a go-to expert for kids’ skin care, and featured lifestyle content, skin care tips, expert advice, product information and triggered milestone messages and offers.

Success
16% increase in annual sales, $19 in incremental sales for every new member added, cornerstone programs that helped grow the brand from $20 million to $200 million in less than eight years.