Creating brand advocacy through awareness and trial

In 1964, just 17 years after its invention, Cetaphil Cleansing Lotion earned its place in the mindset of dermatologists and pharmacists as a gentle, stand-alone skin care product for all skin types and conditions. Though sold among a sea of lotions, the Cetaphil consumer remains loyal, even at a premium price. We teamed up with Galderma Laboratories to increase consumer brand awareness, drive to trial and achieve total integration of the pharmacy retail channel.

Extensive review of consumer behavior revealed that the Cetaphil consumer is made up of three core mindsets:

  • The beauty consumer – she believes Cetaphil is paramount in creating a healthy canvas for all beauty routines
  • The health-conscious consumer – she thinks that a Cetaphil regimen is the foundation for skin maintenance
  • The therapeutic consumer – she believes that Cetaphil is the cornerstone therapy for adjunctive treatment because it prepares skin for medical topical treatment
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To support these consumers, multiple digital programs were created, including the Cetaphil Skin Care Club and Cetaphil Kids Club Corner. Each program was carefully constructed to speak to the brand’s core customers, facilitate treatment across the continuum of care, and communicate brand and product attributes across all known customer segments with messages and offers tailored according to entry point. Specific performance goals were created:

  • Increase brand awareness
  • Improve trial through recommendation and reviews
  • Implement total integration of retail (pharmacy and grocery) channel
  • Support salesforce efforts from launch of new products and maintenance of core product line to physicians and pharmacists

Cetaphil Skin Care Club
Consisting primarily of females 18 to 50 years of age, this branded loyalty club attracted, converted and engaged 500,000+ members through contextual messaging that aligned to their personal segmented consumer profiles. The program:

  • Attracted and enhanced consumer relationships through information-based communication
  • Engaged consumers by providing information-based online assets to encourage consumers' self-education on the broad range of benefits the core product line offered
  • Converted consumers by establishing a relationship at the point of brand purchase and extending the relationship through the brand champion stage via eCRM
  • Maintained brand loyalists by reinforcing treatment choice and offering deeper brand value with adjunctive choices through branded communication
  • Supported brand champions by optimizing incentive programs
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Cetaphil Kids Club Corner
Cetaphil used the Kids Club Corner as a platform to communicate to its members about RestoraDerm, the new line of products for atopic dermatitis. Tactics included quarterly cadenced, versioned eZines that provided lifestyle-based content, skin care tips and product information; promotional short-form emails for brand recall; triggered birthday messages with special offers; and a cross-brand eCRM integration that adjusted content based on club membership profiles and relevant disease states the newsletter focused on that month. This program:

  • Educated consumers on atopic dermatitis symptoms and drove them to their HCP or other Cetaphil assets to seek additional information and treatment advice
  • Exposed and attained existing Cetaphil Skin Care Club members to the Kids Club Corner and cultivated the relationship to maximize product voice
  • Maintained consumer loyalists by driving in-store awareness and incentive offers based on shopping and information-seeking behavior

THE RESULTS
Creation of the Cetaphil Skin Care Club and the Kids Care Corner created an increase of 16% YOY in annual sales with a proven correlation existing between changes in membership numbers and sales. Through the loyalty program, Cetaphil experienced a gain of $19 in incremental sales for every new member added to the brand communications. Direct-to-consumer marketing helped grow the brand from $20 million to $200 million in less than eight years.