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Cetaphil talks sensitive skin in latest social media campaign

Sophie Smith
17 March 2023

Cetaphil has launched a global campaign to offer consumers guidance on how to identify and care for sensitive skin. The brand will provide access to skin health experts and science-driven recommendations to "help improve the overall quality and comfort of people with sensitive skin".

Throughout the month, Cetaphil will spotlight expertise from board-certified dermatologists through a brand-hosted content series called 'Cetaphil Derm Talks'.

Dermatologists, such as Dr Caroline Robinson and Dr Samantha Ellis, will appear on both the brand's and their own social media channels to "debunk myths, dispel common misperceptions and provide product and care tips to those with sensitive skin".

Cetaphil and its dermatologist partners will drive education around weekly themes:

  • Week 1: Busting the Internet's Most Common Skincare Myths.
  • Week 2: 6 Must-Have Foods for Healthier, More Glowing Skin.
  • Week 3: Spring Clean Your Skin Care Routine.
  • Week 4: Preventing the Spring Break-outs.
  • Week 5: Post-Party Skincare Tips to Restore Your Glow.

In addition, skincare influencers will share their experience with sensitive skin and investigate the science behind the brand's products, encouraging viewers to pursue their own skin solutions based on their individual skin needs.

The initiative follows a number of recent campaigns from beauty brands including Dove and Estrid.

Earlier this week, Dove introduced a global campaign to help "transform our toxic, digitally distorted feeds" and push towards keeping beauty real. The #TurnYourBack campaign launched in response to the TikTok trending 'Bold Glamour' filter, which the brand believes to be "dangerous and reinforces the damaging beauty stereotypes Dove has been working to shatter".

Subscription-based razor brand Estrid launched a new campaign to celebrate inclusive beauty. As part of this, the brand collaborated with eight ambassadors who represent "different corners of the world’s diverse community, and those who are known for their individuality and speaking out against the status quo".

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