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Cetaphil unveils first fully integrated marketing campaign

BY Antoinette Alexander

FORT WORTH, Texas — Galderma’s Cetaphil brand of skin care products has launched its first fully integrated consumer marketing campaign.

The Gentle Power campaign, created by the brand’s new agency of record Cramer-Krasselt, highlights the Cetaphil product formulations that are both gentle and effective for all skin types. The TV, print and digital advertisements focus on the skin, paired with statements that demonstrate how women balance the demands of their day-to-day lives with how Cetaphil products balance the day-to-day demands on their skin.

The Cetaphil brand’s first fully integrated consumer marketing campaign includes all aspects of communication including traditional media, social media, e-commerce and media planning. The new consumer-focused strategy will be a significant step-change in the Cetaphil brand’s marketing efforts, which have historically relied primarily on dermatologist recommendations to patients.

 

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Maybelline New York names Yadim Carranza as global makeup artist

BY Antoinette Alexander

NEW YORK — Maybelline New York has named Yadim Carranza as the brand’s global makeup artist, providing artistic vision for Maybelline New York makeup and becoming the voice of the brand to consumers, press and industry influencers. 

"We are incredibly excited to partner with Yadim," stated Jerome Bruhat, president, Maybelline New York worldwide. "Yadim will add a new energy and urban edge to the brand in both his artistry and expertise in global beauty trends.  His instinctive sense of color coupled with his ability to connect with our consumer will create a brand experience in a disruptive new way."

Carranza has worked backstage with Maybelline New York, having led a team of makeup artists at fashion shows for DKNY, Charlotte Ronson and Bibhu Mohapatra during Mercedes-Benz Fashion Week in New York this past February.

A Mexican-American native of California, Carranza began his career behind a makeup counter, transforming and educating women through makeup application. Carranza’s passion and talent were quickly discovered, and after moving to New York City, his career was fostered by some of the biggest names in the fashion and beauty industry.

 

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Study: Increasing dietary fiber could save healthcare $12.7 billion

BY Michael Johnsen

BATTLE CREEK, Mich. — A new health economic study shows potential healthcare savings of $12.7 billion per year if U.S. adults would increase their dietary fiber to about 25 grams, the minimum level recommended by health experts for adults. Currently, less than 1-in-10 Americans meet their daily fiber needs.

"With the rising cost of health care, this research highlights the importance of simple, realistic changes that we can make to our diet, such as eating more fiber, which could contribute to significant health care savings," stated Dominik Alexander, a  principal epidemiologist, who managed the research team conducting the study.

The study, carried out by an independent team of researchers in nutritional sciences, epidemiology, and health economics from Exponent Health Sciences and commissioned by Kellogg Co., evaluated the direct medical costs associated with regularity problems among adults in the U.S. The research team developed a model to determine the potential money that could be saved through preventive, lifestyle-related measures, in this case, increasing dietary fiber intake.   

Also according to the study, if only half of the U.S. population increased their dietary fiber intake by just three grams a day there could still be more than $2 billion in health care cost savings.

"This goal could be easily achieved with just one or two simple dietary changes," noted Lisa Sanders, director, global nutrition and scientific affairs at Kellogg Co.. "Selecting a higher fiber cereal for breakfast and having a piece of fruit or higher fiber snack bar later in the day could supply three grams of fiber, or even more."

 

 

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