Cetaphil enters men’s skin care market

By Deanna Utroske contact

- Last updated on GMT

Cetaphil enters men’s skin care market

Related tags: Skin care, Marketing, Market

The up-to-date product line will help the brand reach new consumers and bodes well for the men’s category as a whole—a reliable brand like Cetaphil catering to this demographic only corroborates market research projections for the category.

Cetaphil is growing strategically into new markets. “After the successful launch of Cetaphil Baby in 2015, Cetaphil Men is a great addition to our skin care family," ​says Miles Harrison, president and general manager at Galderma for North America.

Comprehensive care

"The introduction of Cetaphil Men,” ​he adds, “further amplifies the Cetaphil Brand's mission to provide the most effective and comprehensive skin care products to the consumer.”

Harrison is fairly new to Galderma. He joined the company in 2014 as vice president and general manager of the Self-Medication Business Unit, which includes the Cetaphil business. In January, he was promoted to his current role overseeing the company’s US and Canada teams.

"Cetaphil has been a trusted brand by consumers and dermatologists for over 65 years,” ​he says, “and with the growth of the industry and the growing male consumer demographic, creating a line curated for their needs was the next phase in offering targeted skin care to our current fan base and to new consumers.”

Men’s collection

Seven products comprise the Galderma men’s product line for now and function to clean, moisturize, and protect skin—both face and body. And as with all the brand’s lines, this one is being marketed first and foremost as dermatologist recommended.

The collection is sold at Target, Publix, and Weis, among other retailers and on online marketplaces like Drugstore.com. Starting this spring Walgreens will also carry the men’s line.

Cetaphil Men products include a face wash, face cloths, face lotion with SPF, an antibacterial face and body bar, a soap-free bar, a daily lotion, and a healing lotion.

Corporate progress

The company behind Cetaphil has been making news this year with its growth initiatives. In January, the city of Montreal announced $418,000 in public funding had been awarded to Galderma (a division of Nestlé Skin Health) toward the expansion of its local manufacturing facility.

As Cosmetics Design reported​, “nearly 75% of the company’s product is distributed in the US. And, thanks to the current venture, Galderma is ‘now well positioned to absorb the expected growth for the North American market, Benoit Bélisle, human resources manager for the Baie-d’Urfé plant,’”​ told the press.

While earlier this month, Galderma launched a data-driven campaign to educate consumers​ on the genetic aspects of facial aging. Over 1,000 women were surveyed, and the company aims to get a whole lot more than that talking with one another about the experience of aging. “Women can learn a lot about how the process may affect them by observing and talking about the changes their moms go through,” ​explained Dr. Doris Day, a board-certified dermatologist quoted in a company media release about the new campaign.

Related topics: Brand Innovation, Skin Care

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