DALLAS — Skincare brand Cetaphil has launched a new digital campaign, “Made for Phil,” seeking to shift the dialogue on male skincare routines.

The campaign features two hero videos on Cetaphil’s social channels introducing the “Ceta Six Pack” and the “CetaGrill,”  a 30,000 BTU barbecue grill with custom holders for Cetaphil cleanser and moisturizer.

“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,” said Tara Loftis, global president of skincare at Galderma.

The #MadeForPhil campaign by Cetaphil unfolds with multi-channel initiatives. A consumer sweepstakes offers the “CetaGrill,” and the brand has partnered with personalities like football rookie Xavier Legette, DJ Walton, and The Real Dads of NY sharing their skincare routines.