There’s nothing we love more than working with trusted brands who have a strong focus on building lifelong client relationships. For the past 70 years, Cetaphil has been providing quality, dermatology tested skincare to people all around the world. With a new range of products hitting the shelves soon, Cetaphil approached us to create visual content to revitalise the brand and honour it’s long-standing history. Being a house-hold name, like Cetaphil, we thought we’d pick apart the brains of Brand Managers, Amy and Laurato chat about the project and dive into the importance of visual content in marketing campaigns.
Tell us a little about your role within the business.
Amy and I (Laura) are Brand Managers for Cetaphil. We work across all of the consumer brands within Galderma.
We recently completed a range of product and lifestyle images for Cetaphil’s latest campaign. How large of a role does visual content play in your marketing campaigns?
Visual content plays a huge part, especially within the digital space. Cetaphil is sold through Grocery and Pharmacies but all of these accounts have a digital and physical presence, therefore we need to have visually beautiful content that will make people stop, remember, and purchase Cetaphil. We are always having to juggle having shots that are too product focused vs shots where the product is lost. Working with SBD, the content that they produced for us was a perfect balance of this, which in turns makes Cetaphil resonate with our audience better.
What made you choose an agency like Smack Bang for your project?
All of their work is amazing. Every brand they work with, no matter what product or category it might be for, their shots are perfect. Plus, the SBD team understood what we needed. Cetaphil has been around for over 70 years, which means the packaging and first impression of the brand might not be as “trendy” and “glamorous” as some of these new brands available on the market. The SBD team were able to style every shot so that Cetaphil didn’t lose its identity but was presented in a modern and clean way, was amazing to watch and see the finished product.
How has the new visual content help with your latest campaign?
We are only in the initial stages of rolling out our new campaign, but we can not wait for it to start infiltrating peoples feeds and stories. The feedback from those that have seen the new images, is unanimous – everyone loves it.
Being in such a competitive industry, how do you manage to differentiate yourself and what would your top tips for others looking to stand out from the crowd be?
As a brand with a long standing heritage, we need to make sure that we stick to what we are known for. Cetaphil is a dermatologist recommended brand of products for sensitive skin, that always needs to be at the forefront of our message and marketing campaigns. Advice for others looking to stand out from the crowd, don’t try and be everything to everyone. Pick what you are good at and stick to it.
What’s next for the Cetaphil team? Any exciting endeavours coming up you can share with us?
The SBD team had a sneak peek at the shoot but we are so excited to be launching a new range of products from Cetaphil. These are going to be game changers in the sensitive skin category. They will be available in all leading pharmacies, in the therapeutic skin care section (next to the rest of Cetaphil) from 1st of April. Keep your eyes peeled because you are sure to see some of the beautiful imagery from the SBD team to advertise this new Cetaphil range.
Intrigued? You can find the work we did with Cetaphil over on our portfolio, here.