Galderma engaged Wakefield Research to run a Mother-Daughter Facial Aging Survey, gathering data on the women’s opinions about aging, appearance, and more.
"Genetics and nurturing good skin health practices are big factors influencing the way the face ages," says board-certified dermatologist Dr. Doris Day, in a company media release about the new campaign. "Women can learn a lot about how the process may affect them by observing and talking about the changes their moms go through.”
Among the 1000+ women (age 18 – 40) surveyed online late last year, 82% of parents “hope facial aging is easier for their daughters” and, “more than half never talk about it together,” according to a media release.
Fuller survey results show cross-generational concern, with 67% of all respondents report “frequently worry about their face showing signs of aging.” And even more—77%—say as much if they believe that they are “aging like their mom.”
The social pressure to appear younger longer is key here as well: “the vast majority of moms (90%) and daughters (88%) surveyed believe expectations to look younger longer are greater now than in the past.”
Framed as a consumer education campaign, the Galderma Mom Genes project includes fun social engagement and charitable giving components.
"We know that as skin ages, the phrase 'like mother, like daughter' often holds true,” says Miles Harrison, president and general manager of Galderma North America, in the release.
So the campaign is designed to get consumers thinking beyond environmental factors and traditional care routines when it comes to the appearance of facial skin.
The underlying message of the Mom Genes campaign is that ‘your mom won’t be insulted if you don’t want to age like her’ and beyond that ‘she’ll understand completely if you want to go the injectables route.’
The company’s current strategy, of course, goes well beyond this single campaign. Galderma recently received public funding for the expansion of its skin care manufacturing facility in Quebec.
“Galderma itself invested $46m in the manufacturing facility expansion project,” explains Cosmetics Design. While “the public funding contribution of $418,000 is more of an investment in the local economy than the company itself.”
Galderma predominantly distributes its products, like Cetaphil creams and lotions, in the US. And the larger production capacity is intended to ensure the company can keep pace with rising demand in the region.