Cetaphil – Hydration Test

For the Hydration Test, Cetaphil needed to make the "Hydrated 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 hydration claims.

The brief for the Hydration Test 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.

Galderma Brazil was looking for a demo tool to promote their new Cetaphil hydration line. The test was needed to guide consumers to the right product for their skin, and, secondly, to prove the product’s hydrating efficacy and superiority. They were looking for a DEMO tool which...

USP Demo Solutions built the Hydration Test for Cetaphil around the Hydration Test - Face method, reducing the Hydrated 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 Hydration Test, the demo substantiates claim areas such as hydration, so a single asset can carry several conversations across the Cetaphil range.

The result for Cetaphil is a hydrated skin, delivered through the Hydration Test as something the consumer experiences first-hand rather than has to take on trust.

By turning Cetaphil's "Hydrated skin" message into a hands-on Hydration Test - Face moment, the Hydration Test becomes a credible, science-backed conversation starter the shopper can repeat for a friend.

In the field, Cetaphil runs the Hydration Test primarily for pharmacy, consultation tool, delivered in diagnostic tool so the same Hydration Test - Face proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.