Cetaphil
Cetaphil – Engaging and Educational
Galderma
Claim: "Care solution for sensItive skin"
Overview
The tool itself is quick, straightforward, and requires no additional assistance. By simply applying the Skin Type Tester to the face, users gain immediate insights into their skin type–be it dry, combination, oily, or sensitive. Cetaphil’s claim of providing a care solution for sensitive skin is underpinned by this interactive experience, as consumers can see first-hand why certain formulations may be more suitable than others. Beyond educating customers about basic skin care requirements, the booklet also directs them to the ideal Cetaphil product for their unique profile.
This demo creation proved invaluable in pharmacies and other POS channels, driving product discovery while building trust in Cetaphil’s scientific approach to skincare. By blending a tangible, easy-to-use tester with a handy, informative booklet, Cetaphil India successfully enhanced consumer engagement. This synergy not only positioned the brand as an authority on personalized skincare but also deepened customer loyalty–ensuring sensitive skin solutions remain top of mind long after Skin Awareness Month.
The Challenge
For the Engaging and Educational, Cetaphil needed to make the "Care solution for sensItive skin" promise something shoppers in the skin care category could see for themselves, not just read on a label. In the few seconds a shopper spends at shelf or in a consultation, copy and ingredient lists rarely land, especially when rival products advertise sensitivity & soothing claims.
The brief for the Engaging and Educational was to turn that abstract message into a tangible, repeatable proof point that retail staff, pharmacists or beauty advisors could run on demand, without lab equipment or specialist training, while staying on brand for Cetaphil.
The Approach
During Skin Awareness Month in May, Cetaphil India sought a simple yet impactful way to educate consumers on different skin types and their specific needs-without relying heavily on in-store beauty advisors. Spearheaded by Rajesh Mane, the brand partnered with USP Demo Solutions to...
USP Demo Solutions built the Engaging and Educational for Cetaphil around the Skin Type Test method, reducing the Care solution for sensItive skin story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the skin care aisle instead of a one-way pitch.
From the same physical interaction with the Engaging and Educational, the demo substantiates claim areas such as sensitivity & soothing, so a single asset can carry several conversations across the Cetaphil range.
The Result
The result for Cetaphil is a not only learn about the requirements of skin in general, but also test their own skin and be advised about their personal skin needs, delivered through the Engaging and Educational as something the consumer experiences first-hand rather than has to take on trust.
By turning Cetaphil's "Care solution for sensItive skin" message into a hands-on Skin Type Test moment, the Engaging and Educational becomes a credible, science-backed conversation starter the shopper can repeat for a friend.
In the field, Cetaphil runs the Engaging and Educational primarily for retail activation, pharmacy, internal training, consultation tool, delivered in diagnostic tool, physical demo so the same Skin Type Test proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.
- Technology
- Skin Type Test
- Benefit
- not only learn about the requirements of skin in general, but also test their own skin and be advised about their personal skin needs.
- Category
- Skin Care
- Brand
- Cetaphil