Cetaphil’s New York Fashion Week activation enlists influencers and consumers from 14 different countries to be the ‘Face of Cetaphil’ as an extension of the brand’s ‘We Do Skin, You Do You’ campaign,
Participants will have entered a global contest to win a trip to New York City, where they will act as on-the-ground correspondents alongside other influencers. The delegates will participate in 48 hours of Fashion Week events and activations putting Cetaphil’s sensitive skincare formulas to the test.
“In 2022, we debuted the global ‘We Do Skin. You Do You’ campaign to help empower those with sensitive skin to do more of the things they love – without hesitation,” says Gerry Muhle. Head of Global Product Strategy at Galderma, in a news release. “This year, with the ‘Face of Cetaphil,’ we are bringing the campaign to life by tapping into a cultural moment that is very relevant to our consumers. New York Fashion Week is the perfect place to put the brand at the forefront of where fashion, beauty and skincare intersect.”
The initiative includes partnerships with contemporary fashion brand Alice + Olivia, modeling and talent agency Wilhelmina International Inc. and global fashion and media brand, Highsnobiety. The competition winners will be joined by sensitive skin expert Dr. Lindsey Zubritsky,MD, dermatologist at Premier Dermatology and Skin Cancer Center in Ocean Springs, MS.
As Alice + Olivia’s exclusive skincare sponsor, Cetaphil will have a strong presence backstage at one of Fashion Week’s hottest shows. The partnership will include a ‘skincare prep’ area where models will have the opportunity to meet with a Cetaphil skin expert and have their skin prepped using Cetaphil products. These include the Gentle Skin Cleanser, Healthy Renew Face Serum and Moisturizing Lotion.
Through Cetaphil’s partnership with Wilhelmina Modeling Agency, attendees will also get exclusive access to a group of models who are walking in NYFW shows.
A Cetaphil x Highsnobiety pop-up will take place on Saturday, February 10 from 11:00 AM to 6:00 PM with skin consultations, beauty services, custom hydrating beverages and more.
