How Cetaphil Is Changing The Skincare Game For Sensitive Skin

Cetaphil, a trusted brand for sensitive skin care, announced a transformative rebrand with a bold shift toward an advocacy-first strategy. This new approach was announced at the inaugural Cetaphil SkinLabs launch and is built upon Cetaphil’s ongoing collaboration with dermatologists while forging new partnerships with the influencer community, ensuring expert-backed advice and education are accessible to all.

A Shared Mission with Dermatologists and Influencers

In response to the influx of skincare misinformation on social media, Cetaphil’s advocacy-first strategy prioritizes empowering consumers with dermatological expertise. A gap in dermatology knowledge means that many turn to ill-informed sources online, which can wreck skin with excessive use of chemical and physical exfoliants.

By fostering a collaborative relationship with both dermatologists and influencers, Cetaphil champions responsible education, advocating for gentle, effective skincare for all.

“Cetaphil’s commitment is to deliver science-driven, dermatologist-recommended solutions that cater to diverse skin needs, ensuring that everyone—regardless of skin type or concern—has access to effective, clinically proven skincare,” says Louie Roxas, General Manager of Galderma Philippines.

Sensitive Skin: Efficacy Without Compromise

Sensitive skin affects an estimated 70% of people globally, with the Philippines ranking 6th. Despite the staggering prevalence, a longstanding misconception has hindered the sensitive skin category’s growth: products designed for sensitive skin were often viewed as too gentle or lacking efficacy.

Cetaphil has decisively debunked this notion, delivering powerful skincare solutions that protect the skin barrier without compromising results.

“For over 75 years, Cetaphil has been relentlessly pushing boundaries and advancing skin science so that everyone can feel free to be their most authentic self. At Cetaphil, we are for everyone’s sensitive skin,” says Mark Sarmiento, Cetaphil Business Unit Head.

Targeting the Next Generation

In this new campaign, Cetaphil places a spotlight on Gen Z, many of whom have yet to establish loyalty with the sensitive skincare brand. As studies reveal their increased vulnerability to skin sensitivity, Cetaphil seeks to resonate with this audience and empower them to embrace gentle skincare solutions designed for their needs.

Immersive Brand Experience at the Cetaphil SkinLabs

Cetaphil introduced its rebrand with the exclusive launch event, Cetaphil SkinLabs, bringing the campaign’s ethos to life through an immersive and educational experience. Held at The Courtyards at Vermosa, the event welcomed dermatologists, brand ambassadors, beauty and lifestyle influencers, media, and other brand advocates.

 

Attendees were guided through a curated journey exploring Cetaphil’s science-backed approach and longstanding commitment to sensitive skin. The experience featured engaging activities, derma talks, and demonstrations of the brand’s latest innovations.

Highlights included:

• Insights from Khen Kon, Head of Medical at Galderma Asia Pacific, who addressed the increasing prevalence of skin sensitivity and the need for gentle skin science
• A walkthrough of different rooms dedicated to Cetaphil’s different brands, where guests were able to better learn how Cetaphil cares for sensitive skin at every stage of life
• An emphasis on empowering Filipinos, as the Philippines ranks sixth globally in skin sensitivity prevalence

Guests left with a deeper understanding of Cetaphil’s dedication to advancing skin science and the brand’s mission to elevate self-care routines for everyone—including those with sensitive skin.

Multiple brand ambassadors were present at the Cetaphil event: Host Bianca Gonzalez, Catriona Gray, Nico Bolzico, Atasha Muhlach, and Andi Manzano shared their experiences with the brand. New members of the Cetaphil family were also introduced: Donny, Ella, and Hannah Pangilinan; and Bea Fabregas discussed their excitement at being presented for the first time as brand ambassadors.

 

Looking Ahead

Cetaphil’s rebrand signifies an enduring commitment to advocacy, education, and inclusivity within the skincare community. With this fresh perspective, the brand looks forward to empowering individuals of all generations to embrace gentle, effective skincare rooted in science and care.

For more information on Cetaphil and the new rebranding initiative, visit Cetaphil, follow @CetaphilPH on Instagram, Facebook and TikTok. Cetaphil products are available at Watsons, Mercury Drug, leading e-commerce platforms, and other key retailers.