Cetaphil, Galderma’s flagship consumer skincare brand, looks great for its age. The brand is marking its 75th anniversary this year with a commitment to improving the overall care of skin for more consumers. In addition to a new consumer campaign and a string of new products on store shelves, this venerable skincare developer is committed to making skincare treatment more inclusive, too.

Product Expansion

During the past seven decades, Cetaphil's portfolio has evolved to address a variety of complex needs for those with sensitive skin. Efforts ramped up especially this year. Cetaphil has launched a dozen new products including Hydrating Foaming Cream Cleanser, Deep Hydration Skin Restoring Water Gel and the Cetaphil Eczema Restoraderm line, which has been accepted by the National Eczema Association.

The growing slate of new formats and specialized treatments is a testament to just how far this brand has come since its founding product, Cetaphil cleansing lotion, debuted in 1947.

“We have continued to evolve,” said Lisa Morris, general manager of the US Business Unit, Galderma.

More Inclusive Dermatology

Now, as Cetaphil moves closer to its eighth decade, it wants to make a greater impact in dermatology.

Through several initiatives, the company is committed to establishing a movement aimed at increasing academic, professional and cultural competency within dermatology to eliminate persistent knowledge gaps in treating all sensitive skin.

The initial phase includes academic training, according to the brand. Cetaphil is supporting the distribution of The Full Spectrum of Dermatology: A Diverse and Inclusive Atlas (Volume 2), billed as a comprehensive resource helps physicians recognize the clinical presentations of skin diseases on all skin tones. Led by co-authors Misty Eleryan, MD, MS and Adam Friedman, MD, the Atlas provides high resolution, side-by-side images of the most common dermatology conditions in a full spectrum of skin tones so that dermatologists are equipped to diagnose and treat all skin.

In addition, while Cetaphil has been working to improve representation in its clinical trials, it notes there is still work to be done. The brand aims to establish a new standard in clinical skincare testing to shift the dynamic of the entire industry. To ensure skincare testing is more representative of diverse skin tones, Cetaphil plans to increase skin of color participants in its clinical trials from 26% to ~40% by 2024.

Experts Across The World

Part of Galderma, which ranked No. 23 in Happi’s International Top 30 this year, Cetaphil R&D organization has team members across the globe, including in Switzerland, Canada, Singapore and the US (Texas). Its formulation and packaging labs are located in Montreal, and most of its other technical experts—such as product research leaders, scientific claims managers, medical, safety and regulatory—are located in Lausanne, Switzerland.

“When we develop formulas, we make sure that we drive a holistic winning consumer experience by playing on three key pillars,” Morris told Happi. 

The pillars are:

• Winning Consumers at First Use: Delivering the “Cetaphil Signature”—a premium, consistent “gotta have it” experience with the look and feel of each formula that is backed by both immediate and lasting benefits for skin. “We use consumers and experts’ research to create ideal sensory profiles and premium packaging, for a winning look and feel,” she said.

• Hero Active Ingredients: Identify ingredients and products that are relevant to consumer needs and dermatologist tested. Morris noted, “We develop solid scientific concepts, supported by carefully selected hero ingredients, endorsed by dermatologists.”

• Superior Clinical Performance: Deliver formulas with clinically proven superior skin tolerability and efficacy for sensitive skin.

“We also started to introduce sustainability into our innovation development, and we are driving clean beauty based on the brand equity,” she added.

New Campaign

Cetaphil is also highlighting a new campaign called “We Do Skin. You Do You,” which executives say was created to empower people with sensitive skin to do more of the things they love without hesitation. According to the brand, research shows that many consumers think twice before or entirely avoid partaking in daily activities they enjoy out of fear that their skin will react or flare up.

For Cetaphil, that gets to the heart of the brand, which plans to help sensitive skin consumers for decades to come.

“We will never stop focusing on our core…and will make sure that Cetaphil will be around for the next 75 years,” Morris concluded.

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