Cetaphil, a cosmeceutical brand recommended by dermatologists for sensitive skin, sought to refresh its brand identity and reposition itself for a new generation. With an updated CI and tagline—“For everyone’s sensitive skin”—the challenge was to bridge the brand’s heritage with the lifestyle and digital-first mindset of Gen Z. The goal was not just awareness, but relevance: making Cetaphil a part of the everyday skincare conversation among young consumers.
Planning & Execution
The Idea
Skin sensitivity is universal. Even those with “good skin” can face moments of irritation, flare-ups, or reactions. The creative idea reframed Cetaphil from being a solution for the few, to becoming a foundation for the many:
Every sensitive skin can survive.
To connect with Gen Z, we tapped into a cultural code they already embraced: MBTI personality types. We created the Cetaphil CPTI (Cetaphil Skin Type Indicator) — a playful, digital quiz that matched users with their unique skin type and recommended a personalized Cetaphil regimen across cleansers, moisturizers, and sunscreens.
Execution
- Digital-first tool: Launched the CPTI quiz online, optimized for social sharing and engagement.
- Cultural relevance: Positioned the quiz as “the MBTI for your skin,” instantly relatable to Gen Z’s self-expression culture.
- Omnichannel utility: Beyond consumer engagement, the CPTI also served as a practical sales tool for in-store consultants, simplifying product recommendations and boosting cross-category sales.
- Localized storytelling: Campaign copy emphasized the resilience of sensitive skin, paired with the Thai tagline “ทุกผิวแพ้รอดได้,” grounding the global rebrand in a locally resonant message.
at the end
Effectiveness / Results
- Strong engagement from Gen Z, driving interest and participation in the CPTI quiz.
- Successfully showcased Cetaphil’s full product range in a personalized, relevant way.
- Equipped retail staff with an easy-to-use tool that translated digital engagement into in-store conversion.
- Elevated Cetaphil’s positioning from a niche sensitive-skin solution to a universal skincare ally.
at the end
This case study demonstrates how blending
cultural insights (MBTI), digital creativity, and practical utility can turn a rebrand into an opportunity for both deeper consumer relevance and stronger sales impact.