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FORT WORTH — Cetaphil is launching a complete brand restage, revamping its look and feel with a bold, refreshed visual transition (which for a 77-year-old brand, is a pretty big deal.). The rebrand will aim to reach new consumers with education and sensitive skin solutions through a modern approach. Rooted in research from the Galderma Global Sensitive Skincare Faculty (GSSF), which uncovered that sensitive skin affects 70% of all people of any age, gender, ethnicity, and skin tone, the brand is more passionate than ever about reaching a new generation of consumers and supporting them on their sensitive skin journey.
With intimate portraits, dynamic product visuals, and a diverse cast (including DJ and influencer Griffin Maxwell Brooks and double board-certified dermatologist Dr. Daniel Belkin), Cetaphil is reshaping how sensitive skincare is perceived and turning daily routines into moments of self-care. The new playbook introduces updated product silhouettes, modern typography, and a refined color palette, all while staying rooted in its trusted, science-backed formulations.
Cetaphil’s rebrand will continue to elevate the brand’s unique DNA while aiming to reach new consumers with education and sensitive skin solutions through a modern approach. Rooted in research from the Galderma Global Sensitive Skincare Faculty (GSSF), the brand is more passionate than ever about reaching a new generation of consumers – Gen ZAlpha – to support them on their sensitive skin journey.
The extensive GSSF study uncovered that sensitive skin affects 70% of all people of any age, gender, ethnicity, and skin tone and that Gen Z is two times more likely to experience sensitive skin. Further, sensitive skin sufferers reported altered behaviors and habits that affected the quality of their life, such as sleep disorders, fatigue, and stress/anxiety – a particular concern for Gen Z, which has been identified as the “anxious generation.”
To launch the rebrand, Cetaphil is debuting “For Everyone’s Sensitive Skin,” a new marketing campaign that celebrates the diverse stories of all types of people. The campaign will include the brand’s iconic product silhouettes overlayed over a range of people’s authentic expressions and experiences. Intimate portraits and product-focused graphics are activated by energetic editing and a diverse cast of real people, including board-certified dermatologist Dr. Daniel Belkin.
