Meet Cetaphil, the skincare brand that’s winning over men across India. I bet you have rarely seen its advertisement. Yet, this Swiss skincare brand effectively outshines other popular brands…
But what’s the secret to its popularity? Let’s uncover why Cetaphil has become a favorite choice among men seeking effective skincare solutions.
(A) Understanding the Men’s Skin Care Market in India
Suppose you are a foreign company and planning to launch a Men’s skincare market in India, what’ll you do first? You’ll study the market. Right? That’s what Cetaphil did. It thoroughly studies our market and men’s skincare industry and found the following facts-
- Indian men care the least about skincare The available men’s skincare products focus more on beautification (skin lightening)
- They aren’t aware of brands in this segment
- Traditional marketing tactics of skin care products showcasing fair and good looks through Bollywood celebrities don’t resonate with Indian men
- The majority of Indian men use skincare products only upon facing skin problems
- Dependent on recommendations by the doctors (dermatologists/skin specialists) or female counterparts (sister, mother, wife, or daughter).
So, the key takeaway from this research was the current skincare brands in the Indian market focussed less on actual care for the skin.
(B) Entry of Cetaphil: What’s special about Cetaphil?
To enter the Indian market and gain popularity, your brand’s products must be of superior quality. Hence, Cetaphil worked on the quality of its skincare products and scientifically proved why Cetaphil is good for your skin-
(B.1) Specially formulated for all skin types
When it comes to looking after sensitive skin, having solid scientific proof for skincare products can make a big difference. Cetaphil doesn’t just say their products work; they’ve got the evidence to back it up, thanks to thorough scientific research and tests. These studies ensure that Cetaphil’s products have the safest and most effective ingredients for sensitive skin.
If you’re someone who struggles with sensitive skin, Cetaphil is here to help. With research involving over 32,000 patients, Cetaphil’s cleansers and moisturizers are proven to tackle dryness, irritation, roughness, and tightness, and even strengthen your skin’s natural protection.
(B.2) Recommended by Doctors
Cetaphil is the top choice recommended by doctors for sensitive skin types. By working closely with skin experts, Cetaphil creates products specifically designed to meet the unique needs of sensitive skin, so you can trust they’ll work gently and effectively.
(B.3) Cetaphil’s Skin-Friendly Ingredients
Cetaphil uses a wide array of key ingredients known for their benefits across various skin types. The key ingredients are-
- Niacinamide (Vitamin B3)
- Panthenol (Pro-Vitamin B5)
- Ceramides
- Hyaluronic Acid
- Glycerin
- Tocopherol
- Shea Butter
- Aloe Vera
- Bisabolol
- Avocado Oil
- Sweet Almond Oil
With specially formulated products catering to dry, combination, normal, and oily skin, Cetaphil ensures there’s something for everyone. Plus, their products target specific skin issues like eczema, acne, excess oil, and redness, providing tailored solutions.
(B.4) Backed by Science, Trusted by Experts
Cetaphil’s skincare line isn’t just about fancy claims—it’s grounded in science. Developed with input from dermatological experts and informed by the latest research, Cetaphil’s products have gained recognition and endorsement from dermatologists and doctors worldwide.
(B.5) Guarding Against Skin Sensitivity
Through extensive research, Cetaphil has identified five common signs of sensitive skin-
- Dryness
- Irritation
- Roughness
- Tightness
- Weakened Skin Barrier
To address these concerns comprehensively, Cetaphil has crafted products specifically designed to defend against these symptoms, ensuring complete care for sensitive skin.
(B.6) Environmental Responsibility
Cetaphil is committed to both skin health and environmental sustainability. Through initiatives like the Cetaphil Clear Skies Initiative, they’re dedicated to reducing their environmental footprint and supporting communities. Cetaphil is paving the way for a healthier planet and brighter futures for all, from using cleaner ingredients and smarter packaging to fully biodegradable formulas free from parabens, sulfates, and animal-derived ingredients.
Note: This is not a sponsored section. All the information mentioned above is claimed by Cetaphil’s official website.
(C) Unique Approach: Why Cetaphil is Popular among men?
Look, just having a good quality product is not enough to become successful. You need to educate your target audience by conveying this message effectively, “Hey folks! Our skin care products are far better than the ones available in the market. Buy and Use our products and you will see the positive results!”
This is where marketing comes into play. The unique marketing strategy of Cetaphil made it highly popular among men.
Let’s look at them one by one-
(C.1) Twisted Marketing: Targeting women to sell men’s skincare products
This is a brilliant marketing tactic that Cetaphil used to increase its popularity in the Indian skincare market.
Instead of following traditional marketing techniques where men’s skincare brands target men, Cetaphil targets women.
Sounds complicated?
Well, that’s why it is called twisted marketing. Let me explain in simple terms.
As discussed above, Cetaphil landed on one key insight during its of the Indian men’s skincare market.
Most Indian men prefer recommendations from women be it their mother, daughter, sister, or wife.
So Cetaphil thought- “Why don’t we directly target the female audience who would recommend Cetaphil products to men?”
And that’s exactly what it did!
Just look at the ratings of Cetaphil in Nykaa (a platform specially dedicated to skincare and beauty products)-
Most of them are rated above 4.5 stars. Eventually, this led to a rise in the popularity of Cetaphil.
(C.2) Targeting Pharmacy: Recommended by Doctors
Now, here comes another scenario where men use skincare products after facing some skin-related issues. What if the doctor advises them to use Cetaphil? Not only does the skin problem get solved due to the superior quality of Cetaphil products but also leads to “word of mouth marketing.”
Not only doctors, but you will see a large number of Cetaphil product sales through pharmaceutical and chemist shops.
After all, if a product is recommended by a doctor or chemist, indeed its gonna be perfect for your skin… That’s what the mindset of Indians is!
This is where Cetaphil shines, as it’s highly recommended by dermatologists and pharmacists alike, making it the top choice for skin health.
(C.3) Shifting Trends & Cetaphil’s Success
Do you know how fair skin has always been considered the beauty standard in our country? Well, things are changing slowly. More and more people have begun to embrace their natural skin tone instead of trying to lighten it. This is a new trend called “accepting ourselves for who we are,” especially among the younger generation.
And guess what?
This change in mindset has actually led to a 3% decrease in the demand for fairness creams in 2023. People are now leaning towards skincare products that focus on keeping their skin healthy rather than just making it look fairer.
That’s where Cetaphil comes in!
By prioritizing skin health over beauty enhancements, Cetaphil is making its mark in a skincare market that’s evolving. It’s like pharmacy products are becoming more popular, giving traditional beauty brands a run for their money!
That’s how Cetaphil achieved its remarkable sales figures with minimal advertising and simplistic packaging, unlike its flashy competitors.
(D) Final Words
In a nutshell, Cetaphil’s focus on quality skincare instead of flashy ads has made it a top pick for men in India. By listening to dermatologists and those who know about skincare, Cetaphil has earned people’s trust. Plus, it works well for many skin types and problems, which has made it even more popular.
As people start caring more about healthy skin rather than just looks, Cetaphil’s commitment to good ingredients and reliable products puts it in a strong position for the future, remaining a favorite among men looking for effective skincare solutions!
