If you ask celebrity makeup artists what’s in their bag, many cite a skin cleanser.
It’s not just any skin cleanser. They’ll name Cetaphil Gentle Skin Cleanser, not only because it suits all skin types, including delicate skin, but also because you don’t even need to rinse it with water. It can be wiped off with a tissue or a towel, can be used as an eye makeup remover or a cleaner for makeup brushes. For men with sensitive skin, it is a substitute for shaving cream.
For its 70th anniversary, Cetaphil has many reasons to make a splash. It has been said that a bottle of Cetaphil is sold every minute across the globe. Raghavendra Sadashiva, general manager of Galderma Philippines, Nestle’s medical solutions company, said the country is No. 1 in volume of sales, value and growth in Southeast Asia.
Sadashiva attributed the 25 percent year-to-date sales growth to the increasing brand awareness of its classic range; the therapeutic skin care line, Restoraderm and the Cetaphil baby line.
In the Philippines, Cetaphil Gentle Skin Cleanser is the second largest brand in the cleansing category of facial care, according to Nielsen Data 2016. As the most recommended cleansing brand by doctors, the prescriptions are in the range of five figures, which is far from its closest competitor.
Jade Silva-Netto Ponoc, head of Galderma’s Consumer Business Unit, pointed out, “While mass brands have reported a flat growth, Cetaphil is also leading in the therapeutic skin care category year after year.”
Core product
Sadashiva underscored that the core product, Cetaphil Gentle Skin Cleanser, has consistently satisfied the needs of the consumer for the past 70 years.
In 1947, a pharmacist developed the original Cetaphil Cleansing Lotion in Texas, which was sold in select drugstores. The brand is now sold in over 70 countries.
Ponoc cited research as saying that Cetaphil is gentler than water. “Did you know that water can be drying to the skin? Cetaphil is unique because it cleanses without stripping off the natural oils of the skin. That’s why the core of our campaign is ‘Healthy Skin for Life.’ Our celebration speaks about how we’ve partnered with medical experts to help us understand people’s skin care needs. This is what is driving Cetaphil’s growth.”
Cetaphil Gentle Skin Cleanser may seem pricey at P395 for a 250-ml bottle. Nonetheless, it is patronized by the upscale market, mostly women over 35 who lead an active lifestyle. Cetaphil’s senior brand manager Catherine Palma-Dilanco said that the middle class was catching up. Priced at P120, the 60-ml bottle is the top seller as it serves an entry point to the brand.
Although Cetaphil Gentle Skin Cleanser dominates a niche market, Ponoc pointed out that consumers need to know more about its other products.
Dilanco said Cetaphil’s Moisturizer guaranteed 24 hours of supple skin. “It provides complete ingredients that a dermatologist would want—humectant, occlusives and emollients.”
She explained that some moisturizers only contain humectants or ingredients that trap the moisture and penetrate deeper into the skin to make it smoother. However, high doses can be drying and irritating. Other moisturizers concentrate on occlusives which cover the skin and prevent loss of moisture on the top layer of skin.
Filling in the gaps
On the other hand, Cetaphil Moisturizing Lotion (P881 for a 237-ml bottle) repairs dryness and replenishes moisture loss. The emollient smoothens the skin by filling in the tiny gaps.
“If you apply the moisturizer today, your skin will still be soft and supple the next day,” said Dilanco. The prime ingredients and efficacy justify the price of P881 for a P237-ml bottle.
The Cetaphil Baby Line provides effective cleansing and moisturizing with gentle and tear-proof ingredients. It contains organic calendula, almond oil and sunflower oil to calm sensitive skin. The range is devoid of parabens or preservatives and mineral oil, which is derived from petrolatum.
The brand’s entry level is a 50-ml bottle of the massage oil, lotion and wash/shampoo priced at P88.
Meanwhile, Cetaphil’s RestoraDerm line has been making headway in the therapeutic skin care market. It is the remedy of choice in addressing one of the most common disorders, atopic dermatitis or eczema, a chronic inflammation of the skin which is characterized by severe itchiness or dryness.
Ponoc cited RestoraDerm as the only treatment with advanced ceramides to boost the skin’s ability to hold on to moisture, and filaggrins which helps to refill the skin’s natural lipids (organic compounds of fats, oils and hormones) and repair the damaged skin barriers. The moisturizer and body wash also contain shea butter, sunflower seed oil and other skin-restoring ingredients targeted towards atopic dermatitis.
Although priced at P1,581 for a 250-ml bottle, the RestoraDerm bottle is easily snapped up by consumers.
Ponoc maintained, “Customers are willing to pay a premium for our products especially for their skin. They are well-read and scrutinize the ingredients on the labels. They also know that a lot of research and development has been invested in our products.”
All told, Sadashiva said, “Cetaphil wants to enhance the quality of life by providing science-based solutions for skin, hair and nails.”—CONTRIBUTED
