Cetaphil marketing initiatives captivate growing US men’s skin care market

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Cetaphil marketing initiatives captivate growing US men’s skin care market

As reported by consumer market research firm Stratis Research, “the global men’s skin care products market size was valued at $12.981 bn in 2022,” and “is expected to reach $19.278 bn, growing at a CAGR of 4.5% during the forecast period (2023–2031).” With industry leaders exploring new ways to cater to this expanding demographic, Cetaphil is launching a fresh campaign targeting male consumers.

In an exclusive interview with Cosmetics Design, Tara Loftis, Global President of Skincare at Galderma, shared the inspiration behind Cetaphil’s latest venture, the development process of their innovative “Ceta Six-Pack” concept, and the strategic insights drawn from past successes. She provided insights into how Cetaphil is capitalizing on the rising demand for men’s skin care sets, the role of gender-neutral packaging in appealing to male consumers, and the thoughtful selection of influencers to foster a sense of camaraderie among skin care enthusiasts.

Responding to market demand

Cetaphil was motivated to expand its targeted marketing efforts into the men’s skin care sector after receiving feedback from many of its dermatologist partners and friendlies at recent dermatology conferences and outings that “men are increasingly visiting dermatologist offices for advice on their skin care,” Loftis shared. Further motivation for the expansion stemmed from “a recent viral TikTok post of an interview with NFL rookie Xavier Legette where he mentions Cetaphil,” she added, which inspired the brand “to develop a men’s campaign that celebrates men who love skin care.”

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