The Challenge: To get young Aussies excited about Cetaphil, a legacy brand most of them either haven’t heard of, or if they have, see as a remedy for people with specific skin issues rather than a must-have addition to their everyday skincare routines.
In a crowded skincare category rife with elitism, complexity, overclaim and hype, Cetaphil stands out as something altogether simpler. Not flashy. Not expensive. Not even particularly nice looking. ‘Just’ dependably effective. It’s almost boringly good.