R&T LEVERAGED DERMATOLOGIST ENDORSEMENT TO PUT CETAPHIL FIRMLY IN THE MIDDLE OF THE SENSITIVE SKIN CONVERSATION
+11% in the 2 weeks following the Dr Psomadikis YouTube episode
British Vogue, The Sun, Refinery 29, Closer - 128m+ reach
307k+ reach via dermatologists and press/influencers
To position Cetaphil as the go-to brand for those with sensitive skin.
Drive awareness in a fiercely competitive market, build trust with consumers & ultimately accelerate sales.
By getting under the skin of Cetaphil’s core competitor set, we pinpointed what Cetaphil has, that other brands don’t: Dermatologists worldwide who genuinely trust, love and endorse the brand. We saw this as an opportunity!
The Idea & Execution
We partnered with two high profile skin experts, with a strong social media presence, who know and love the brand; Dr Justine Kluk and Dr Cristina Psomadakis.
With Dr Psomadakis, we developed guidance on identifying skin sensitivity, and with Dr Kluk, created the ultimate sensitive skincare routine. This generated extensive, trusted coverage that elevated awareness & helped drive purchase.
We also worked with our experts to create compelling social content for their channels, including a skincare segment with Dr Psomadakis on Superdrug TV’s YouTube channel, and instore POS.
The Client Take
“R&T’s PR consultancy is truly first class when it comes to strategy and creative thinking. We asked them to really drive our dermatologist messaging within a short timeframe and they delivered exactly that. We’ve seen a spike in sales, with a 11% growth within the two weeks following the Dr Psomadakis YouTube episode, and across multiple retailers as well as award wins – all of which can be attributed to the Cetaphil PR team”