Cetaphil forms ‘Influencer Protection Program’ in first work from Emotive

A beauty influencer has entered the Influencer Protection Program after hiding from her followers that she’s not actually using the expensive skin care products and multi-step routines she has been recommending to them, but has actually been keeping it simple with Cetaphil.

The new campaign is the first from Emotive after Galderma Australia appointed it the strategic and creative agency for its portfolio of consumer brands including Cetaphil, Benzac, and Loceryl, following a competitive pitch.

The campaign recognises that whilst Cetaphil has been a staple in Australian bathrooms for decades, it is not the most skincare exciting brand in the market. However as skincare increases in price and complexity, Cetaphil offers consumers something simpler and more accessible.

“The world of social media has influenced what we share so much. When it comes to skincare if it’s ‘not ideal for a #shelfie’ or hyped up we’re less inclined to share it. Our Hype-Free campaign is a hilarious dramatisation of a fictitious influencer having to hide behind a pixel, voice warp and a protection program to conceal that it’s the trusted, humble brands like Cetaphil that may not make the YouTube glam table but you always have in your actual cabinet or get recommended by your dermatologist. We hope to make people laugh, we hope our closet fans relate and we hope newbies get to know us a little more,” said Leah Elder, Galderma digital and e-commerce lead.

Simon Joyce, Emotive CEO and founder, said: “We are thrilled to be working with such an innovative business in Galderma. With Cetaphil, they have been bringing accessible skincare to the masses since 1947 and in a category fuelled by hype, there’s something incredibly refreshing about a product that does what it says on the packaging.”

The campaign will be running on social media and also includes a Influencer Protection Program hotline for real life influencers who love Cetaphil to ring in for support.

James Pash, creative director at Emotive, said: “Cetaphil was created by a pharmacist decades before social media, and it shows. Luckily for us, the team at Cetaphil was brave enough to let us embrace this truth. ‘Hype-Free Skincare’ highlights just how unpretentiously effective Cetaphil is by parodying the world of ‘skinfluencer’ endorsements and ‘skintertainment’ (they’re real terms, I’m sorry to say).”

The Galderma Australia signals further growth for the agency after picking up new clients Pernod Ricard, ARN and Modibodi last year.


Client: Galderma
Digital & eCommerce Lead: Leah Elder
General Manager of Consumer: Ian Isherwood

Creative Agency: Emotive
CEO: Simon Joyce
Managing Partner & Head of Strategy: Michael Hogg
Business Director: Ciaran Miller-Stubbs
Creative Director: James Pash
Senior Strategist: Anna-Claire Clendon
Art Director: Amanda Alegre
Junior Art Director: Jackson Tate
Junior Copywriter: Cameron Burnett
Designer: Alex King

Production: Emotive Productions
Executive Producer: Katrina Maw
Senior Producer: Michael Hollis
Director: Rory Pearson
Editor: Alex Guterres
DOP: Josh Flavell
Gaffer: Craig Sykes
Art & wardrobe: Bou Design House
Casting: Peta Einberg
Colourist: Matt Fezz
Sound: Electric Sheep Music
Senior Sound Designer: Joe Mount
Executive Producer: Kate Stenhouse


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