1. Background
In today’s world, “beauty” is no longer just a “women’s” thing. Men are also showing a growing interest in taking care of their skin. According to Tara Loftis, Global President of Skin Care Brands at Cetaphil’s parent company, Galderma, dermatologists have told Cetaphil that they’re seeing “unprecedented numbers of men” coming in for consultations asking for skin care advice or bringing in products they use for feedback. The rapid increase in the number of “men” who care about their skin has given Cetaphil an opportunity to “penetrate” this potential male cosmetics market.
Men are increasingly interested in skincare.
The interest in men’s skincare products is growing stronger. Carolina Panthers football player Xavier Legette demonstrated this in an NFL interview where he enthusiastically shared his favorite Cetaphil products.
Mobile-Positive reviews of Cetaphil products are the driving force behind Cetaphil’s new campaign
Not missing the golden opportunity, Cetaphil quickly contacted the male player to cooperate and at the same time, launched a marketing campaign for men’s skincare products called “Made for Phil”.
2. Implementation activities
Using “Dadfluencer” – a new approach to men’s skincare products
Cetaphil has chosen a “unique path” for its “Made for Phil” campaign. The Brand “played big” by collaborating with more than 100 male influencers, most of whom are “dadfluencers” famous for creating content related to family life and childcare. Cetaphil highlighted a special collaboration with 6 influencers to post product Advertising posts.
2 of the “dadfluencers” in the “Made for Phil” campaign
Among them are Richard and Carlos Siegler-Carter – a famous American gay couple with an IG account of 442K followers or Eduardo Alvarez with many videos about family life with millions of views. Using influencers is not a new element in marketing, but the combination of influencers and “dadfluencers” helps Cetaphil reach many different customer segments in the male community, from single men to “diaper” men with families.
Cetaphil focuses on the image of fathers in the family through the campaign
What’s special about this campaign is that Cetaphil focuses on content related to family life when “dadfluencers” not only share their skin care experiences for themselves but also for their families, creating a genuine and close “string” of connection. Not to mention, the “content” of “dadfluencers” often revolves around daily activities – where users can easily see how Cetaphil products exist and integrate into their lives.
There is no need for “Father’s Day” to use “dadfluencers” in its campaign, Cetaphil has honored men in general and fathers in particular because they deserve to appear in skin care campaigns, no less than women. Through the participation of many dadfluencers in this campaign, Cetaphil has changed the perspective of users on men’s skin care. Behind the appearance of a husband, a father, they also need moments for themselves, to take care of their own health.
More than 100 male influencers, many of whom are “dadfluencers”, have experienced the product and shared their feelings on Social Media platforms, creating a strong ripple effect for the product in particular and the image of Cetaphil in general. The genuine and positive sharing from this group of influencers is also a “guarantee” for the prestige of Cetaphil’s line of skin care products for men.
Product design creates empathy with “men”
Instead of just sending products with the usual familiar packaging, Cetaphil invested in designing special “Ceta Six Pack” boxes, containing six bottles of products designed like six cans of beer, both new and humorous, and attracting the attention of “men”. This interesting design is a special “touch point”, reminding of “drinking parties” – a hobby of many men, helping them feel closer and more comfortable when using the brand’s skin care products.
Cetaphil’s unique bottle design
TVC with Creative Message: Men’s skincare is like grilling meat or watching sports
Two TVCs named “CetaGrill” and “Ceta Six Pack” were launched by Cetaphil within the framework of the “Made for Phil” campaign. Inspired by the most common activities that men do in every family, such as weekend BBQ for their children or gathering friends to watch football, the brand cleverly integrated skin care such as: makeup removal, face washing or moisturizing into it. The audience can see that men’s skincare becomes familiar, close, no different from the things they often do in the family.
Cetaphil has changed the way we look at the image of fathers in the family. They no longer just work hard or take on heavy work, but instead, they are also very gentle and soft, taking care of their children and nurturing their home.
3. “Dadfluencer” – a new outreach strategy for family healthcare brands.
Not only playing an important role in the family, fathers are also a “large market” that has not yet been fully exploited because they also have a significant influence on purchasing decisions with increasing purchasing power. Brands of family care products now have many new approaches, especially through the image of fathers in the family. Combining with “dadfluencers” – fathers who have influence on social networks will help brands spread messages and bring products closer to users.
Conclusion
With the “Made for Phil” campaign, Cetaphil has effectively exploited the “dadfluencer” factor to promote its line of skin care products for men. With a new approach to the image of the father in each family, Cetaphil has brought to users a very different perspective to make men’s skincare more intimate and open. Reality proves that the role of the father in the family has changed a lot. Brands can expand to exploit this target group to increase the effectiveness of communication campaigns.
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