Cetaphil, a renowned brand recommended by dermatologists and specialising in sensitive skincare, recently unveiled an innovative global skincare immersion.
This immersive experience, conducted during New York Fashion Week (NYFW), subjected the scientific formulations behind Cetaphil's products to an intensive 'ultimate skin stress test.'
Aligned with the ethos of their 'We Do Skin, You Do You' campaign, Cetaphil's NYFW activation featured influencers and consumers from 14 countries vying to become the 'Face of Cetaphil.'
Winners, selected through a global contest, were flown to New York City to act as on-the-ground correspondents alongside fellow influencers. Participants rigorously tested Cetaphil's sensitive skincare formulas over 48 hours of Fashion Week events and activations.
Gerry Muhle, Head of Global Product Strategy at Galderma, the parent company of Cetaphil, emphasised the campaign's evolution from empowering sensitive skin individuals to embracing a cultural moment highly relevant to consumers. By merging fashion, beauty, and skincare at NYFW, Cetaphil aimed to position itself at the forefront of these intersecting realms.
The initiative boasted collaborations with esteemed partners such as contemporary fashion brand Alice + Olivia, modelling agency Wilhelmina International Inc., and global fashion and media brand Highsnobiety. Winners were accompanied by sensitive skin expert Dr. Lindsey Zubritsky, a board-certified dermatologist, who provided invaluable insights into skincare needs during the bustling event.
Dr. Zubritsky underscored the significance of scientific research in formulating Cetaphil products, particularly for sensitive skin. Cetaphil's offerings are designed to restore and fortify the skin moisture barrier and alleviate skin irritation, fostering comfort and confidence.
As the exclusive skincare sponsor for Alice + Olivia, Cetaphil established a prominent presence backstage, offering skincare consultations and using products like the Gentle Skin Cleanser, Healthy Renew Face Serum, and Moisturizing Lotion to prep models' skin for the runway.
Stacey Bendet, CEO and Creative Director of Alice + Olivia, lauded Cetaphil's partnership, highlighting the importance of skin care in enhancing models' appearance amid the demanding NYFW schedule.
Through its collaboration with Wilhelmina Modeling Agency, Cetaphil provided attendees with exclusive access to behind-the-scenes moments, offering insights into how Fashion Week affects the skin, as seen through the lens of models.
Additionally, a Cetaphil x Highsnobiety pop-up provided a fashion-forward sanctuary during NYFW, offering skin consultations, beauty services, and custom hydrating beverages to rejuvenate visitors amidst the event's frenzy.
To stay updated on the 'Face of Cetaphil' journey throughout NYFW, audiences were encouraged to follow Cetaphil's Instagram and TikTok handles, where the brand shared captivating content.
