Cetaphil – Engaging and Educational

For the Engaging and Educational, Cetaphil needed to communicate the "Care solution for sensItive skin" promise in the Skin Care category in a way shoppers could actually see not just read on a label. Standard claim copy and ingredient lists rarely move consumers in the few seconds they spend at shelf or in a consultation, especially when competing products list almost identical benefits.

The brief for the Engaging and Educational was to turn that abstract message into a tangible, repeatable proof point that retail staff, pharmacists or beauty advisors could run on demand, without lab equipment or specialist training, while staying on brand and on message for Cetaphil.

USP Demo Solutions designed the Engaging and Educational for Cetaphil around the Skin Type Test method, the same proof logic our team uses across global skin care programmes. The tool reduces the Care solution for sensItive skin story to a single visible reaction the consumer can trigger themselves, which gives the conversation a clear before/after moment instead of a one-way pitch.

During Skin Awareness Month in May, Cetaphil India sought a simple yet impactful way to educate consumers on different skin types and their specific needs-without relying heavily on in-store beauty advisors. Spearheaded by Rajesh Mane, the brand partnered with USP Demo Solutions to...

It was built to substantiate claim areas such as sensitivity & soothing, all from the same physical interaction with the Engaging and Educational, so a single asset can carry several conversations across the Cetaphil range.

The result for Cetaphil is a not only learn about the requirements of skin in general, but also test their own skin and be advised about their personal skin needs delivered through the Engaging and Educational, something the consumer experiences first-hand rather than something they have to take on trust.

By replacing abstract product copy with a hands-on Skin Type Test moment, the Engaging and Educational gives Cetaphil's skin care range a credible, science-backed conversation starter that moves the message from a label promise into a personal experience the shopper can repeat for a friend.

In the field, Cetaphil runs the Engaging and Educational primarily for retail activation, pharmacy, internal training, consultation tool, delivered in diagnostic tool, physical demo so the same proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its core Skin Type Test logic.

Want a similar Skin Type Test for your own brand? USP Demo Solutions has shipped repeatable, on-claim demo tools like the Engaging and Educational for Cetaphil and dozens of other skin care programmes worldwide engineered to be run by retail staff, pharmacists or beauty advisors with zero lab equipment.