Australia – Galderma in Australia, the pharmaceutical company which specializes in dermatological products, has appointed creative agency Emotive as its strategic and creative partner. 

Galderma carries the portfolio of some of the most well-known cosmetic products such as Cetaphil, Benzac, and Loceryl, and the appointment will see Emotive handling all of the brand’s creative business. 

For its first campaign, it has launched an ad for Cetaphil. The campaign aims to amplify the brand’s status as a top-of-mind product among consumers. While Cetaphil has been a familiar fixture in Aussie bathrooms for decades, its current branding as a ‘medicinal’ product strips it off of the ‘excitement’ factor that is most appealing to younger consumers, hence, the campaign’s focus on the reinforcement of its efficacy and safety in treating skin problems on this consumer group.

With the campaign titled ‘Hype-Free Skincare’, Emotive takes a sarcastic spin on the trend of influencers that are strongest among beauty products. The ad presents a fictitious ‘tell-all’ with an unidentified influencer acting as a ‘Skincare whistleblower’, who reveals to a reporter that while she keeps luring followers to try different skincare products, the ‘truth’ is “all you need is Cetaphil.” 

The tongue in cheek ad is capped off with a comic “So why come forward now?” question from the reporter to which the whistleblower answers, “People deserve to know the truth. Cetaphil face has everything you need.” 

“But while some might think having moisturisers that moisturise, cleansers that cleanse and products that are safe and work for everyone makes Cetaphil boring, when it comes to skincare, boring is good,” said Emotive.

According to Leah Elder, the digital and e-commerce lead of Galderma, the world of social media has influenced what people share and when it comes to skincare if its ‘not ideal for a #shelfie’ or hyped up, netizens are less inclined to share it. 

“Our Hype-Free campaign is a hilarious dramatization of a fictitious influencer having to hide behind a pixel, voice warp, and a protection program to conceal that it’s the trusted, humble brands like Cetaphil that may not make the YouTube glam table but you always have in your actual cabinet or get recommended by your dermatologist. We hope to make people laugh, we hope our closet fans relate and we hope newbies get to know us a little more,” said Elder.

Meanwhile, James Pash, the creative director of Emotive, commented, “Cetaphil was created by a pharmacist decades before social media, and it shows. Luckily for us, the team at Cetaphil was brave enough to let us embrace this truth. ‘Hype-Free Skincare’ highlights just how unpretentiously effective Cetaphil is by parodying the world of ‘skinfluencer’ endorsements and ‘skintertainment’.”

The campaign is now live, and also includes an ‘Influencer Protection Program’ hotline for real skincare influencers who are in need of support.