TEXAS-BASED SKINCARE brand Cetaphil celebrates its 20 years since entering the Philippine market by strengthening their marketing efforts to include TVCs to sustain the double-digit growth the company has enjoyed since its launch in the country, according to a company executive.
“What I think has been driving the growth, apart from the line extensions we’re introducing, is word-of-mouth,” Jade Silva-Netto Ponoc, Galderma Philippines consumer business head, told reporters during an event in May at the Makati Shangri-La Hotel. Galderma, a medical solutions business under Nestlé Skin Health, is the manufacturer of Cetaphil.
Ms. Ponoc added that 2016 was a banner year as the company grew by 30% thanks to the introduction of the Cetaphil Baby line, which includes products such as lotion, shampoo, and massage oil. Cetaphil is keen on introducing more products. “We will expand the market of Cetaphil Baby line which we have launched last year. It’s one of the primary growth drivers for the last one year or so,” said Raghavendra Sadashiva, Galderma Philippines general manager.
The brand, which specializes in hypoallergenic products, has also credited recommendations from dermatologists as the reason for their enduring popularity. Now, the company is looking to be more aggressive in marketing their products — namely, the classic line (cleansers and moisturizers), the Baby line, and RestoraDerm (for those with specific skin conditions) — by creating TVCs featuring the Mendozas, a celebrity family headed by ANC On the Money host Edric Mendoza and mom blogger Joy Mendoza.
Catherine Palma-Dilanco, Cetaphil senior brand manager, described the current market as 35-year-old females with two children because “they already know what they want in the product what they don’t want their kids to use.” — ZBC