The COVID-19 pandemic reshaped consumer habits and priorities, particularly increasing demand for personal care products as health and well-being became paramount. In a saturated skincare market, Cetaphil aimed to establish itself as the leading expert for sensitive skin, leveraging newfound consumer behaviors and interests to drive brand awareness and sales growth.
Cetaphil: Transforming Skincare Marketing During COVID-19
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sales growth
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increase in brand growth
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increase in awareness scores
The Challenge
Amidst heightened health consciousness, consumers began prioritizing skincare and extensively researching products. Cetaphil faced the challenge of not only meeting this demand but also standing out in a cluttered market. Understanding consumer patterns, preferences, and touchpoints was crucial to intercepting their journey effectively and fostering awareness about the brand.
The Solution
Cetaphil executed a comprehensive strategy that capitalized on shifting consumer behaviors and identified key platforms for engagement:
- Generating Awareness through New Consumer Habits:
- Television and Digital Integration: Recognizing the shift from traditional TV to digital platforms, Cetaphil launched an AFP titled “Not-Just-a-Chat-Show” on Zee Café and its YouTube channel. Hosted by influencer Anushka Sen, the show featured discussions with celebrities and renowned skin specialists across a 4-episode series, targeting beauty seekers and enthusiasts.
- Connected TV: Partnering with Mediasmart, Cetaphil leveraged Connected TV to achieve unified reach across OTT platforms, ensuring visibility among digital-savvy audiences.
- Out-of-Home (OOH) Advertising: Utilizing billboards and airport branding, Cetaphil engaged travelers as they resumed journeys, enhancing brand frequency.
- In-flight Sampling: During peak travel periods, Cetaphil collaborated with Akasa Air for in-flight distribution of product samples, reaching a captive audience and reinforcing brand presence.
- Doctor Outreach Programs: Through a partnership with Doceree, a healthcare ad-network, Cetaphil enhanced brand advocacy among pediatricians and dermatologists, crucial influencers in skincare recommendations.
- Driving Purchase through Targeted Campaigns:
- Digital Advertising: Creating targeted audience pools on platforms like Meta and Google, Cetaphil directed prospects to key shopping moments, optimizing visibility during peak consumer engagement periods.
- E-commerce Campaigns: Participating in major online sales events such as Amazon’s “Republic Day Sale” and “Great Indian Shopping Festival”, as well as Nykaa’s “Hot Pink Sale” and “Pink Friday Sale”, Cetaphil capitalized on high traffic moments to drive conversions.
Results
Cetaphil’s strategic initiatives delivered impressive results, solidifying its position as a leader in the skincare market:
- Sales Growth: A robust 44% increase in media spending contributed to an outstanding 89% growth in sales, reflecting the effectiveness of the marketing strategy in driving consumer engagement and purchase intent.
- Market Leadership: As of November 2022, Cetaphil emerged as the #1 brand and the fastest-growing brand in India, achieving a remarkable 37.5% increase in brand growth.
- Awareness Scores: Awareness scores surged by 19 points, reaching a significant 55%, highlighting the campaign’s success in enhancing brand visibility and recognition among target audiences.
Innovating to Impact
Cetaphil’s transformative approach to skincare marketing during COVID-19 not only exceeded business objectives but also set a new standard for engaging consumers amidst evolving trends. By aligning with consumer habits and leveraging strategic partnerships across multiple channels, Cetaphil not only bolstered its market position but also paved the way for continued growth and brand loyalty in the competitive skincare industry.
The success of Cetaphil’s marketing initiatives underscores the importance of adaptability and innovation in navigating market challenges. By understanding and responding to shifting consumer behaviors during COVID-19, Cetaphil not only achieved significant sales growth and brand recognition but also reinforced its commitment to addressing consumer needs effectively. Moving forward, Cetaphil’s approach serves as a blueprint for brands looking to thrive in a dynamic and competitive marketplace through strategic marketing and consumer-centric initiatives.
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