Sensitive Skin-Focused Campaigns

By now, many of us have noticed the "TikTok effect" and trusted skincare brand Cetaphil is now reaping the benefits as well. The well-established Canadian brand has recently amassed a new fan base with Gen Z and Millennial consumers thanks to the social media platform and the help of dermatologists and skincare experts alike.

Cetaphil is now leveraging renowned board-certified dermatologist Dr. Katie Beleznay is to help educate more Canadians on its long-standing reputation for supporting sensitive skin. The brand's campaign highlights its Sensitive Skin Core Collection which includes Gentle Skin Cleanser, the Daily Facial Moisturizer, the Moisturizing Cream, the Moisturizing Lotion, and the Oily Skin Cleanser. Each product is rooted in science and specially formulated to support those with sensitive skin and other concerns like rosacea, acne, and eczema. The products are all crafted to support skin hydration (an issue still present for those with oily skin) without the use of harsh ingredients like fragrances that can actually irritate the skin further. This is especially important since many traditional face washes strip the skin's barrier, causing more skin concerns rather than preventing them.

As skincare continues to grow in popularity–especially in light of the pandemic and "maskne"–consumers are increasingly keen to find science-based products that support their skin. Cetaphil's newest partnership with Dr. Katie Beleznay is a key way the brand can continue to extend its reach to younger demographics.