“Cetaphil has been used by people with sensitive skin for more than three generations” points out Neil Popplewell, vice president of the consumer business at Nestlé Skin Health, in a press release about the anniversary. Hinting at plans to perhaps expand the line, Popplewell adds, “We will continue to develop the brand and make it more accessible to consumers worldwide. We look forward to the next 70 years of healthy skin with Cetaphil.”
Beginning
Like a lot of legacy personal care brands today, Cetaphil is retelling its story with an emphasis on the founder and the ingredients that started it all. It’s part of an industry trend to focus on the start-up roots that many brands have, on the entrepreneurial initiative that it takes to grow a brand, and on the science that explains the products’ efficacy.
The press release calls attention to “a pioneering pharmacist in Texas” who invented the product that is now Cetaphil Gentle Skin Cleanser.
“With its gentle and clinically proven formulas, Cetaphil reinforces and protects the structure of the skin - even in people with the most sensitive and delicate skin” explained Dr Eszter Baltas, a dermatologist who contributed to developing Cetaphil products and is now an associate professor at the Department of Dermatology and Allergology in Szeged, Hungary. “Thanks to its long heritage, based on in-depth understanding of dermatology, Cetaphil offers reliable, scientifically-tested solutions.”
Trajectory
Relatively recently the brand has branched in to new market segments. In 2015 Cetaphil launched a baby product line, and early last year a men’s skin care collection, comprising 7 products: 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.
As a brand, Cetaphil takes great pride in being a dermatologist-recommended product line that addresses sensitive skin conditions like acne, eczema, and rosacea. This positions Cetaphil as a wellness brand at a time when beauty consumers are very interested in health and wellbeing.
“Over the last 70 years, we have worked closely with medical experts to better understand people’s skin needs. This has allowed us to provide different solutions adapted to these needs, and to make the Cetaphil range what it is today,” explains Popplewell. “Like regular exercise and a well-balanced diet, maintaining healthy skin is essential for your overall well-being, so Cetaphil completes your health routine,” he says.