Cetaphil - "Good morning"

Whether it’s itchy fall sweaters, a new makeup routine, sloppy puppy kisses, or an intense, sweaty workout, Cetaphil hydrates and protects sensitive skin, empowering consumers to do what makes them most happy, without hesitation. In a new 360-marketing campaign, powered by global research and a courageous, passionate team, Cetaphil – the iconic dermatologist recommended sensitive skin brand – introduces a new tagline: “We do skin. You do you.”

“We’ve dedicated over 75-years to intimately understanding the unique needs of sensitive skin with the consumers at the heart of all we do,” said Jerome Brathwaite, Global Brand Equity Leader, Cetaphil. “Our new, bold campaign highlights true and relatable sensitive skin moments and demonstrates how Cetaphil helps to remove boundaries, empowering consumers to engage freely with the world on their own terms.”

“How we feel in our skin is a deep catalyst for self-expression—this is a shared universal feeling, and the spirit of this campaign captures just that,” said Melatan Riden, Head of Art and Design at Deutsch NY. “Knowing your skin is protected—whether swimming laps, wearing all the makeup, making out, or whatever—there is no greater benefit than the freedom of YOU doing YOU.”

“‘We do skin. You do you.’ eloquently captures Cetaphil’s mission of creating clinically proven formulas for sensitive skin, simultaneously allowing consumers to ‘do you,’ whatever that may be,” noted Walter Geiger, Head of the global consumer business unit at Galderma. “Deutsch NY brought to life an energizing, consistent voice that we believe will resonate around the world and have a great impact on our core target.”

The campaign launches in the U.S. at the end of August, with global key markets (across Asia, Europe, and Latin America) rolling out the campaign between Q3 ’22 and Q1 ’23. Deutsch New York is Cetaphil’s global creative agency. Cetaphil is owned by Galderma, the world’s largest independent dermatology company.