Cetaphil Daily Facial Moisturizer SPF 50
Sun protection IN YOUR FACE
Challenge
Galderma Canada, makers of the Cetaphil line of cleansers and moisturizers, launched a new product in 2009: Cetaphil Daily Facial Moisturizer SPF 50, a daily moisturizing lotion that provides the highest SPF available in a daily moisturizer for a broad range of skin types. One of the biggest challenges was learning the minutiae of a client’s business quickly and deeply, so that recommendations were strategically sound.
Solution
In preparing a program for Galderma, Argyle pored over detailed briefing materials, background research and product development specifics, asked many questions, analyzed this information and used this learning to develop the plan. We focused on developing a creative angel to compel media to cover the story, positioning Cetaphil as a new solution for year-round skincare and SPF protection, and engaging a credible dermatologist spokesperson.
Results
This program successfully positioned the product with top-tier media in the way that matched the client’s vision, gained profile in a competitive marketplace, and resulted in media coverage that reached the target demographic directly with predetermined key messages about Cetaphil Daily Facial Moisturizer SPF 50.
