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.