As the pandemic has upended nearly everything in consumers’ lives, many brands have used it a moment to experiment with new strategies in reaching them.
Cetaphil, the Galderma-owned skincare brand that has been around for nearly 75 years, saw an opportunity to tap into the self-care at-home trend when COVID-19 rearranged personal care routines.
The brand, which is currently offered in more than 70 countries, partnered with Aki Technologies and the Arc WW creative agency to target highly qualified consumers during key purchase periods, enabling them to order products with one click from retailers including Target, Amazon and Walmart.