Cetaphil
The Brief
For years, Cetaphil skincare products had been perceived as“medical” and suited for skin problems only. The challenge was to change this impression, and make people understand that Cetaphilwas a product for every age, every stage and every day of a woman’s life.
The Idea
Targeting busy, hard-working women who believed in being sensible not plastic, we created the embodiment of all values that werecherished and idealized by our audience—the Cetaphil Woman. The Cetaphil Woman was a practical, hard-working woman whowas too busy to look after herself—because she had a job, family and otherdemands on her time.
Each piece of communication from Cetaphil was treated, notas an ad, but as a personal note to her. And, struck a chordwith our targets by demonstrating that a product could be as empathetic, ascaring and as genuine as their best friends.
(This campaign won the Cetaphil account for the agency through a pitch.)
For years, Cetaphil skincare products had been perceived as“medical” and suited for skin problems only. The challenge was to change this impression, and make people understand that Cetaphilwas a product for every age, every stage and every day of a woman’s life.
The Idea
Targeting busy, hard-working women who believed in being sensible not plastic, we created the embodiment of all values that werecherished and idealized by our audience—the Cetaphil Woman. The Cetaphil Woman was a practical, hard-working woman whowas too busy to look after herself—because she had a job, family and otherdemands on her time.
Each piece of communication from Cetaphil was treated, notas an ad, but as a personal note to her. And, struck a chordwith our targets by demonstrating that a product could be as empathetic, ascaring and as genuine as their best friends.
(This campaign won the Cetaphil account for the agency through a pitch.)
Manifesto ad
Print
Print
Ambient mirror stickers in ladies' rooms
Bus
Train ad detail
Train ad in-situ
Product ad
Point of sale display stand
Point of sale display stand
