An advertising campaign for cetaphil gentle skin cleanser

• Main Authors: Santos, Analiese, Tan, Marigold, Yambao, Margarita
• Format: text
• Language: English
• Published: Animo Repository 2003
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17592
• Institution: De La Salle University

Galderma is a pharmaceutical company whose expertise in dermatology is well known worldwide. With its state-o-the-art facilities and research centers in Europe, the United State and in many parts of the globe, Galderma has made breakthrough in dermatology way before most pharmaceutical companies existing at present did. This company focuses on Cetaphil Gentle skin cleanser, which is one of the many exemplary products of Galderma. Cetaphil, a hypoallergenic, dermatologist recommended skin cleanser, is formulated for all skin types without interfering the skin's normal functions. However, it was only three years ago that Cetaphil began advertising in lifestyle magazines like Cosmopolitan, Preview and Seventeen to increase awareness among consumers. For so many years prior, Cetaphil’s marketing communications were directed towards dermatologists and other health care professionals only. At present, Cetaphil continues to advertise in magazines. This campaign was created to enhance the level of awareness among the consumers that Cetaphil is the mildest skin cleanser in the market today. Given a limited budget, a 12 month campaign with product sampling in gyms, along with other options, has been created to meet the objectives of Cetaphil and attain the much needed mileage as well.