NEW CAMPAIGN NATIONAL
By IFAB MEDIA - NEWS BUREAU - June 27, 2024 | 41 4 minutes read
Cetaphil, a leading dermatologist-recommended sensitive skincare brand, is encouraging men to openly embrace skincare with its digital campaign titled, "Made For Phil." Premiering the week of Father's Day, the #MadeForPhil campaign features two hero videos on Cetaphil's social channels introducing the humorous "Ceta Six Pack" and the versatile "CetaGrill," both of which integrate skincare into everyday routines with practicality and humor.
From sprays and creams to tweezers and gadgets, men today are actively participating in "self-care in secret," with rituals as unique and individual as the men themselves. According to an online poll conducted by /prompt, as men's skincare usage grows, so does their desire to keep it to themselves. #MadeForPhil addresses every man, embracing the reality that modern masculinity is diverse and varied. Cetaphil seeks to shift the dialogue on male skincare, making it a norm rather than a hidden practice.
"There is a palpable surge in men's interest in skincare and we are excited to be a part of it. Inspired by a recent organic shoutout from football rookie Xavier Legette, coupled with our brand's natural affinity with men, we launched this campaign to foster a culture where skincare is openly embraced as part of everyday life. We are also incredibly excited that Xavier Legette will be taking part in this campaign." - Tara Loftis, Global President of skincare, Galderma.
The #MadeForPhil campaign by Cetaphil unfolds this month with an array of multi-channel initiatives. Highlights include a consumer sweepstakes offering an exclusive "CetaGrill," which has everything a man needs this summer: 30,000 BTUs of open flame cooking power and custom holders for Cetaphil cleanser and moisturizer. Additionally, partnerships with personalities like football rookie Xavier Legette, DJ Walton, and The Real Dads of NY sharing their skincare routines aim to foster camaraderie among skincare-loving men.