#cetafeels

CETAPHIL global campaign concept

Cetaphil is the original and scientifically superior, skincare brand for sensitive skin. But in recent years competitors have gained market share by dominating the emotional social space. Plus our global idea needed to be able to sit under Cetaphil’s established umbrella ‘We do skin. You do you’ while still flexing with local markets.

Our global red thread was the idea that ‘feeling’ is global. It sits at the intersection of your physical, mental and social well-being. It’s at the heart of all.  So we would own how enabling it FEELS to have nurtured skin - both on the outside as well as on the inside, through the Cetaphil feeling. A feeling that fits the empowering ‘We do skin. You do you’ like a non-itchy jumper.

#cetafeels could only be experienced by using Cetaphil.

#cetafeels would be our social calling card across all cultures and markets. Perfect for earned, UGC as well as paid. We would start local conversations that could then be taken global. 

We’d ask New York, ‘How do you feel New York?’ We’d ask Manila, ‘How do you feel Manila?’

#cetafeels would start conversations across all cultures and topics. Sport, travel, fashion, festivals you name it. The empowering feeling of healthy skin fits them all.

Role: Freelance social creative

Agency: Havas, London