Biggest impact: Cetaphil’s future new product development to focus on facial care
Cetaphil is one of the world’s most widely recognised dermatological skin care brands owned by Swiss pharmaceutical company Galderma.
In addition to its range of classic best sellers, Cetaphil has introduced new ranges in recent years, including Cetaphil baby and Bright Healthy Radiance facial care.
Speaking exclusively to CosmeticsDesign-Asia, Agnes Tan, country manager of Galderma Singapore, revealed that Cetaphil fans can expect more new product innovations from the brand.
“You can expect new franchises and new products. We don’t launch anything lightly. We don’t feel pressure to launch anything, to be honest, we just want to bring the best whenever it’s possible.”
While Tan declined to share any information about its new launches, she did say that the company was currently focusing more on facial care innovation. “We want to bring innovation where we can make the most difference.”
Cetaphil’s big revamp
This follows Cetaphil’s first-ever reformulation in 75 years, adding ingredients such as niacinamide, panthenol (Vitamin B5) and glycerine to its classic formulations.
Tan admitted that changing the brand’s beloved formula could be considered a bit of a risk.
“Many customers and patients have always liked us because we have been very consistent in their life. But we are very confident. We’re not exactly doing away with [the old formula]. They keyword here is upgrade. We have the basic formulation but now it's more than that, we have added dermatologist-backed ingredients to our formulation to make it better.”
She added that the reformulation was driven by the company’s own research into the new technologies available for people with sensitive skin and the current consumer trends.
“We’re not trying to make improvements for the sake of it, we see a real need for [this reformulation] And we know that our customers will love this formulation. In fact, I’ve had some doctors already feedback to me after they’ve used it that they know this will be a winner.”
In addition to the new formulation, Cetaphil has also updated its packaging with a more modern and sleeker silhouette and included colour coding to identify products for specific skin types.
The packaging has also been updated to be more easily recyclable with mono-material containers and closures that come apart, making them easier to sort during the recycling process.
These new upgrades are part of Cetaphil’s Clear Skies initiative, which outlines the company’s commitment to environmental and social causes.
“Our new Clear Skies initiative, which prescribes the use of smarter and recyclable materials, demonstrates our commitment to sustainability and care for the environment. We are confident that these significant developments will elevate the reputation and appeal of Cetaphil among sophisticated and informed consumers,” said Tan.