Cetaphil has launched a new campaign, ‘Skin Barrier Strong. Toh Skincare Routine On’, for its moisturizer range, turning the spotlight on a step that can get overlooked as routines become more crowded. Consumers are now juggling skincare products, makeup, active ingredients and multiple routines, often all at once, and the campaign positions moisturization as part of everyday skin barrier care, not an optional add-on.
Viju Nair, business unit director, Dermatology Skincare, Galderma India, said consumers today are excited by everything skincare has to offer, from new ingredients and routines to new ways of expressing themselves through their skin. But a weak skin barrier can be more prone to irritation, dryness or sensitivity, which makes daily moisturization with Cetaphil moisturisers an important step.
The campaign features the brand’s moisturizer range: Daily Advance Ultra Hydrating Lotion for extremely dry skin, Moisturizing Cream for dry to normal skin, Moisturizing Lotion for normal to combination skin, and the newly launched Daily Hydrating Lotion for combination to oily skin. Together, they cover skin types from extremely dry to combination and oily, so every routine has a barrier-friendly step.
The Moisturizing Cream and Moisturising Lotion are powered by Cetaphil’s Barrier-3 Complex, a blend of niacinamide, glycerin and panthenol. According to the brand, the range makes the skin barrier 4.5 times stronger and delivers 48-hour hydration. With this line, Cetaphil is nudging consumers to treat barrier health as the foundation of any routine, keeping daily moisturization the constant even as new rituals keep multiplying.
