Cetaphil Global Influencer Activation - #FACE OF CETAPHIL

[Executive Creative Director]

• 14 countries

• 28 influencers

• 1,000+ branded content pieces (UGC & Influencer)

• 1bn social impressions

We launched a global social media activation that challenged Cetaphil users from the brand’s top markets (US, Canada, Mexico, Colombia, Brazil, UK, Poland, Germany, Philippines, China, Australia, India, UAE, South Africa) to the ultimate skincare stress test. We asked creators to show us on social how they’d get ready for 48 hours of nonstop fashion, to win a chance to join a squad of models at Fashion Week in New York. The winning 28 influencers flew to NYC to serve as Cetaphil’s fashion week correspondents for 48 exhilarating hours, armed with Cetaphil products to keep their skin nourished.

Conveniently, many of Cetaphil’s products offer 48 hours of hydration — perfect for two intense days of fashion. The influencers not only schmoozed with models and attended swanky parties. They also got derm consultations, their faces scanned by Cetaphil’s skincare AI tool, enjoyed Cetaphil facials, consulted with the brand’s R&D on skincare innovation, got paired up with Wilhelmina models and learned to walk the runway, took headshots and glamour shots, went backstage at a fashion show to watch the models prep their skin, and got front row access to Alice & Olivia.

This program also allowed us to talk about Cetaphil’s entire range of products — and the brand has powerful social content that can extend for months.

[video / case study coming soon]