BEAUTY CARE

Cetaphil launches its ‘Comfortable in My Skin’ campaign

BY Antoinette Alexander

FORT WORTH, Tex. Galderma Laboratories’ Cetaphil brand has launched a new viral campaign powered by social media marketing solution Brickfish.

“Cetaphil’s complete line of cleansers and moisturizers help our consumers achieve beautiful and healthy skin,” stated Cindy Kee, senior product manager for Cetaphil. “The ‘Comfortable in My Skin’ campaign is a meaningful way to drive awareness of the utility of our products, while reaching and recognizing our consumers. We are proud to be working with Marriott & Renaissance Caribbean & Mexico Resorts and Kate Spade to offer our consumers a tropical getaway.”

Powered by Brickfish, the campaign enables consumers to create personalized brand-focused user-generated content and virally share their entries with their social networks via widgets, blogs, IM, email and more. Campaign participants have the ability to interact with the Cetaphil campaign by creating, reviewing, sharing and voting upon brand-relevant content.

By visiting http://www.comfortableinmyskin.com/, entrants explain where and what makes them feel most comfortable in their skin. Participants will pick Kate Spade getaway bags and fill them with their favorite Cetaphil products and other items that they would take on Marriott & Renaissance Caribbean & Mexico Resort vacations. Entrants are also asked to complete the sentence: “I feel comfortable in my skin when I am …” The grand prize winner, selected by a panel of judges from Cetaphil, will receive a seven day, four-person getaway to a Marriott & Renaissance Caribbean & Mexico Resort destination of his or her choice, a Kate Spade bag and a $500 American Express gift card to purchase his or her selected getaway items.

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Nivea Good-bye Cellulite receives award for marketing, communications strategy

BY Antoinette Alexander

WILTON, Conn. Nivea Good-bye Cellulite, from Beiersdorf USA, has been awarded a Bronze Media Lion at the Cannes Lion International Advertising Festival for Best Use of Sponsorship for its marketing and communication strategy to execute the brand’s 2008 Nivea “Good-bye Cellulite, Hello Bikini Challenge.”

“We are extremely honored to receive this award and are very proud of our campaign,” stated Nicolas Maurer, VP marketing for Beiersdorf USA. “We applied our deep consumer understanding, product innovation capabilities and skin care expertise to communicate with women in a powerful way that engages and empowers them to feel better about their skin.”

The Nivea Good-bye Cellulite product line includes a gel-cream, patches and dietary supplement capsules that promises to help reduce the appearance of cellulite and regain smooth skin within four weeks.

As part of the 2008 campaign, the brand created a partnership across multiple properties that featured real, relatable women?s success taking the four-week Nivea “Good-bye Cellulite, Hello Bikini Challenge,” including two on-air segments on “The Tyra Banks Show,” a three-week advertorial series following the women’s journey in People’s magazine, and an on-air segment with “Extra” featuring both models and “The Tyra Banks Show” challengers discussing their results.

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Report: More executive changes under way at P&G

BY Antoinette Alexander

CINCINNATI More executive changes are underway at Procter & Gamble as Bernhard Glock, VP global media and communications, is retiring effective Sept. 30, according to published reports.

On July 1, a new leader officially took the helm at P&G as Robert McDonald, former COO, took over as president and CEO. He succeeded A.G. Lafley, who has become chairman. As McDonald prepared for his new role, the manufacturer’s marketing-related areas witnessed a series of executive changes, including the departure of global marketing officer Jim Stengel.

Until his retirement is effective on Sept. 30, Glock is on special assignment. His duties overseeing the company’s roughly $8 billion media spend have been split between former P&G former marketing executive Dina Howell and Stewart Atkinson, manager of global marketing purchases. Howell is handling the strategic and planning portions of Glock’s role. Stewart?s duties now include overseeing global media agencies in addition to other marketing-service shops, reports stated.

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