Gentle Skin Cleanser Essay Example

sales increase compared to the previous year at comparable rates, reaching 854 million euros in total sales. Galderma places great emphasis on innovation by allocating around 20% of its global sales towards various areas such as research and development, regulatory affairs expense, royalty obligations, and amortization expense associated with acquisitions and licensing agreements.

Galderma is a global company with over 2,900 employees and distributes ten major skin care products in more than 65 countries. They are known for their reputation as a skin care product manufacturer and have made significant strides in research, publishing 1,600 scientific papers, developing over 500 inventions, and applying for and receiving 5,000 patents.

Cetaphil, produced by Galderma Laboratories, is a gentle cleanser suitable for individuals worldwide with sensitive skin or skin issues due to its mild properties. It not only cleanses the skin but also contributes to overall health. Galderma has established its presence in multiple countries to provide specialized knowledge and unique skills in the field of skin care. They operate in Australia, New Zealand, Latin America, Asia,
the Middle East and Africa,
Europe,
and North America. Their range of innovative products and services includes Cetaphil moisturizing cream,
Daily Advance ultra hydrating lotion,
daily facial moisturizer with SPF 15 and Parsol,
therapeutic hand cream,
a gentle cleansing bar,
and an antibacterial cleansing bar which are offered to dermatologists
and physicians.

Even though the Philippines has a tropical climate that necessitates a cleanser for cleansing and refreshing the skin after exposure to the sun and pollution, Cetaphil Gentle Skin Cleanser is not widely recognized or popular in the country. However, it is fortunate that this product is readily accessible in grocery stores and pharmacies throughout the nation, making it convenient for consumers

to buy. While most of its customers are women who prefer gentle skincare products, it also serves individuals with skin problems looking for a mild treatment.

Cetaphil is a gentle skin cleanser appropriate for people of all ages, including children, teenagers, and adults. Many customers desire skincare products that not only cleanse but also nourish their skin. Cetaphil Gentle Skin Cleanser is a mild cleanser that has been clinically proven to be safe for everyday use. It is specially formulated for sensitive and easily irritated skin. Its primary function is to effectively eliminate dirt, oil, and makeup while preserving the skin's natural oils. Additionally, Cetaphil can be purchased without a prescription and is often recommended for treating acne, rosacea, itchy skin, sunburns, and sensitive skin.

Cetaphil Gentle Skin Cleanser is a milder option compared to harsh soaps and face astringents. In the competitive world of skincare products, Cetaphil has both primary and secondary rivals who strive to be the top brand in the market and attract customers.

The primary competitor of Cetaphil is Celeteque. Celeteque's tagline emphasizes their commitment to purity and simplicity. They offer an alcohol-free toner with a non-drying formula suitable for sensitive to dry skin. Additionally, they provide an oil control toner specifically designed for normal to oily skin. The toners contain Witch Hazel and Chamomile extracts known for their soothing properties. Moreover, they are enriched with Natural Moisturizing Factor (NMF), Pro-Vitamin B5, and Glycerin for optimal moisturization. Dermatologically tested and hypoallergenic, these toners do not clog pores. To minimize the risk of skin irritation caused by scents, they are fragrance-free.

The secondary competitors include Eskinol, Master, Pond's, Clean & Clear, Garnier, iMaxipeel, Silka, Skin White,Biolink,and

Extract.

The competitors of Cetaphil Gentle Skin Cleanser have their own benefits such as skin lightening, deep pore cleansing to prevent dirt accumulation, and appealing scents that attract customers. Nevertheless, Cetaphil has its distinct advantage. In contrast to other cleansers which may result in dryness by eliminating essential oils, Cetaphil delicately eliminates dust, sweat, and oils while maintaining the skin's moisture and softness.

Cetaphil is a product that effectively treats skin problems and results in clearer and brighter skin, even though it does not contain whitening chemicals like glutathione. It is also fragrance-free to prevent harshness on the skin caused by masking odors. This gentle nature makes Cetaphil highly recommended for individuals with skin conditions, including babies, as it does not irritate even the most delicate skin. Its packaging emphasizes that it was specifically formulated by dermatologists for everyday cleansing of sensitive skin, making it widely recognized as a mild cleanser. While print ads are its main advertising method, Cetaphil gains popularity through endorsements from dermatologists and referrals from loyal customers.

Consumers recognize Cetaphil as a gentle and safe skincare option that effectively caters to people with sensitive skin and various skin conditions. Unlike other products, Cetaphil prevents skin irritation and also acts as a moisturizer by forming a delicate protective layer on the skin, preserving its natural oils.

Cetaphil Gentle Skin Cleanser is a popular choice for consumers because it is gentle and safe for the skin. Unlike other cleansers, it has a low pH level which prevents any potential harm. Another benefit is that it is non-comedogenic, meaning it does not cause acne or blackheads. Additionally, the absence of fragrance adds to its appeal. However, some users

may find that this mild cleanser doesn't effectively remove dirt and makeup. This could be due to their limited understanding of the benefits provided by Cetaphil Gentle Skin Cleanser. Nevertheless, many people still choose this product due to its positive impact on their skin.

Cetaphil has gained the trust of its dedicated customers and even persuaded non-users to give its products a try. In today's world, individuals are more mindful of their skin and reluctant to use harsh chemical-filled products that may result in burns or irritations. Nonetheless, consumers opt for Cetaphil as they no longer have concerns about the adverse effects of other options. The contentment experienced from using Cetaphil has made it an essential part of their everyday skincare routine.

Opinions on the effectiveness of Cetaphil vary. While it can offer moisture, which may not be suitable for oily skin types, it is also not advised for individuals with allergies to nut oils such as macadamia, as these ingredients are included in the product.

Despite the watery texture of Cetaphil and its ineffectiveness in cleansing, removing dead skin or makeup, some consumers still find satisfaction with its gentle cleansing properties. It is valued for its ability to address blemishes, breakouts, and acne, resulting in improved clarity and smoothness of the skin.

The product does not require water, making it convenient to use with a cotton wipe. Many people rely on it because of its ability to improve complexion and skin condition. Those who doubt Cetaphil's cleansing effectiveness should consider that excessive cleansing can harm the skin. This gentle product cares for the skin, even in various conditions. Galderma is dedicated to helping individuals achieve and maintain healthy

skin, so all their products undergo thorough testing and are deemed safe.

Cetaphil Gentle Skin Cleanser is renowned for its dependability and has become a reputable skincare product. Recommended by dermatologists and healthcare professionals, it is suggested for everyday use. Despite being manufactured abroad and having a slightly higher cost, these factors only elevate its superior quality. Nonetheless, devoted customers remain undeterred and persist in buying the product because of the contentment it delivers.

The Cetaphil Gentle Skin Cleanser is a versatile product that caters to various skin issues. It is safe for babies and can benefit individuals with acne, melasma, rosacea, dermatitis, and psoriasis. Moreover, it does not cause any further damage or irritation to the skin. In addition to providing moisture, Cetaphil effectively soothes these specific skin problems. Unlike other skincare products on the market, this product can be used by individuals with sunburns without discomfort. Many consumers have made Cetaphil Gentle Skin Cleanser a part of their daily skincare routine to combat dryness. Additionally, it comes highly recommended for treating acne, fine lines, and wrinkles as it preserves the skin's natural oils essential for maintaining a healthy and radiant complexion.

Consumers commonly utilize the product on their face twice daily, once in the morning and once at night. There are two methods of application: with or without water. When applied without water, gently massage the cleanser onto the skin and eliminate any remaining residue with a soft cloth. Alternatively, when used with water, apply it to the skin, gently rub, and then rinse. In both instances, the skin is left feeling revitalized. The product is obtainable for purchase in a 60 ml size.

For those curious

to try Cetaphil, the 60 ml size is more suitable as it is quite expensive, priced at around Php 80 in grocery stores and pharmacies. However, loyal customers who have been satisfied with the product find it ideal and practical to purchase the 250 ml size, which costs approximately Php 240.

Consuming a small amount of Cetaphil for facial cleansing will require a significant amount of time. C. SWOT Analysis:
Strengths:
- Specifically formulated for dry, sensitive skin.
- The Skin Cancer Foundation recommends this product for sun protection.
- Non-comedogenic and oil-free, formulated by dermatologists for even the most sensitive skin.
- Provides effective, gentle skincare for all skin types without stripping natural oils.
- Cetaphil Gentle Skin Cleanser is a best-seller.
- Can be purchased in specific stores unlike other competitors.

Weaknesses:
- Limited advertising, focusing mainly on print advertisements.
- Mainly used by women.
- Packaging is not appealing.
- Fewer promotions compared to competitors.

Opportunities:
-The number 1 recommended brand of cleansers and skincare moisturizers by dermatologists and pediatricians.
-Increasing awareness among consumers about the harmful effects of UV rays.
-High prevalence of skin diseases in the country.

Many international celebrities are endorsing the use of Cetaphil in their interviews with various publications. The skin requires increased protection due to climate change. Threats faced by Cetaphil include cheaper prices offered by competitors and an increase in both direct and indirect competitors. The lack of promotions also contributes to these threats.Cetaphil Cleansers are products that serve multiple purposes in the marketing mix.Cetaphil skin cleansers not only cleanse and moisturize the skin, but they also gently remove unwanted substances without stripping away natural oils. These cleansers are specifically designed for dry, sensitive skin. Cetaphil has received recognition from various

organizations for its effectiveness in protecting against UV rays. The Skin Cancer Foundation acknowledges Cetaphil as an effective UV sunscreen. Additionally, the National Eczema Association has given its Seal of Acceptance with a rating of 4 out of 5, indicating that these products are suitable for individuals with eczema or sensitive skin. It is important to note that Cetaphil Skin Cleanser is not a soap but a soap substitute. The gentle formulation of this distinction makes it superior for multiple reasons as it ensures that it does not harm the skin and also has the ability to soften it.

The non-comedogenic cleanser is pH balanced and has a low-lathering formulation, which means it will not affect your skin's pH and spreads evenly without foaming up.

• This cleanser has minimal effect on acne and other skin problems, and it will not leave your skin greasy.
• Cetaphil gentle skin cleanser was specifically formulated for dermatologists as a non-irritating cleanser for sensitive skin.

Unlike soap, this cleanser is completely non-alkaline, non-comedogenic, and fragrance free. It soothes and softens the skin while retaining necessary moisture. You can use it on your face, hands, and entire body.

Also an excellent cleanser for the delicate skin of babies.

• Its ingredients are Water, Cetyl Alcohol, Propylene Glycol, Sodium Lauryl Sulfate, Stearyl Alcohol, Methylparaben, Propylparaben, and Butylparaben. Promotion
• Cetaphil can be seen on print ads in the Magazines
• They have their own website wherein different products of Cetaphil can be seen. Testimonies of the users of Cetaphil Cleanser are also can be seen in their

website.

Price

• It has a reasonable price.
• New Cetaphil Gentle Skin Cleanser 591ml (20 fl oz) costs P575.

Place or Distribution

• Cetaphil is available in the Supermarkets, Department Store and Drugstore
• It is also available in the web.
• eBay , Amazon and other networks are selling the product. E . Key Advertising Problems to be Solved Cetaphil is a dermatologist prescribed cleanser.It is a gentle , non - irritating cleanser for even the most sensitive skin.
  
  

  It soothes and softens as it cleanses , helping the skin retain needed moisture.Use for face , hands , and the entire body.It is also an excellent cleanser for the delicate skin of babies.This product lacks promotions.

  Not all women are familiar with this product. The objectives to be achieved are to increase individual awareness of this product and to change customer perception of it.

  Key Strategic Decisions
  

  A. Advertising Objectives ; Audience The main advertising objectives of the Cetaphil Cleanser are as follows:

  • To become a globally recognized brand of cleanser and prove that it does not harm the skin like other cleansers on the market.
  • To establish a reputation for being one of the safest cleansers available.
  • To make Cetaphil Cleansers and other Cetaphil products easily accessible to customers at their favorite stores nationwide.
  • To introduce Philippine customers to online retailers of their skincare products.

  Target Market/ Audience
  

  The primary target market/ audience for Cetaphil Cleansers is women, specifically teenagers to young professionals, who prioritize their skin health and have delicate and

sensitive skin. This is because Cetaphil is known to be one of the mildest cleansers on the market.

Cetaphil Cleansers are designed to cleanse and remove impurities from your skin without stripping away natural oils. Unlike other cleansers, Cetaphil is gentle and does not remove more than necessary. It is ideal for teenagers and young professionals who lead active, busy lives and are self-conscious about their appearance. Cetaphil also appeals to housewives and working mothers who prioritize caring for their families and want gentle and effective skincare products. Additionally, Cetaphil is perfect for mothers to use on their newborn babies and infants, as it is the safest and mildest cleanser available in the market. The brand position for Cetaphil Cleansers is to provide customers with effective and gentle skincare solutions that help their skin look and feel its best.The text encourages healthy skincare, emphasizing that it is essential for all ages, at every stage of life, and should be practiced daily.

The Cetaphil Cleansers are trusted skin care products that people can rely on. The slogan "Choose Cetaphil Cleansers and Moisturizers to Live Life Skin Smart" emphasizes that anyone who uses Cetaphil can enjoy the benefits of healthy skin.

The brand image and personality of Cetaphil portray it as a specialty product in the market. It is not widely available in regular department stores, especially in rural areas. Moreover, Cetaphil does not engage in television or radio advertising, instead focusing on online and print media. As a specialty product, Cetaphil is priced differently compared to other cleansers in the market.

The price range of Cetaphil Cleansers differs from other cleansers in the market due to its international status. The

proponents of this advertising plan recommend using television advertising to increase customer awareness and change the perception of Cetaphil as a commodity product. This would allow it to be used by the target market even in rural areas.

Budget

For a six-month seasonal basis, the proposed budget for Cetaphil Cleansers is 30 million pesos. The division of the budget for each advertising activity is as follows:

Media Strategy

A. Media Objectives
The goal is to create a high level of brand recall among the target audience, using appropriate media channels, particularly TV and radio.

• B. Scheduling

Message Strategy

A. Creative Objectives
The objectives are to officially launch Cetaphil Gentle Skin Cleanser for various demographics in the Philippines, and to incorporate four different visual techniques to attract a larger audience.

• To officially launch Cetaphil Gentle Skin Cleanser for girls, ladies, women, and even for babies here in the Philippines
• To incorporate four different visual techniques to attract more audience

B. Key Consumer Insight
The desired perception is that Cetaphil Gentle Skin Cleanser is a nice, soap-free cleanser that doesn't dry sensitive skin. It also has a pleasant scent, is easy to use and rinse off, and can be used as frequently as desired without drying out the skin.This product is suitable for normal to oily skin types and is designed to cleanse without causing irritation.

Removes surface oils, dirt and makeup without leaving skin tight or overly dry. Also, Cetaphil is suitable for the delicate skin of babies. C. Selling Premise (Benefit) The following benefits of Cetaphil Gentle Skin Cleanser would be highlighted in all the advertisements:

• Inexpensive compared to other
  

imported facial products being sold here in the Philippines

D.

Execution Tone and Manner of Advertising The tone of the advertising to be used is both informative and appealing. This advertising approach will consist of a combination of hard sell and soft sell techniques. In the hard selling aspect, the emphasis will be on highlighting the features and benefits that consumers can obtain from the product. Additionally, all advertisements will also employ soft selling techniques, aiming to appeal to the emotions of the target audience, with the assistance of endorsers.

Creative Execution Techniques

The visual techniques that will be utilized in this advertising plan include spokesperson, testimonials, slice of life, and infomercial. Cetaphil has chosen Anne Curtis to serve as their celebrity spokesperson.

The advertisers would also utilize the testimonials given by several celebrity endorsers. A slice of life scenario will be included in our TV commercial (See Script.). As for our radio advertisement, three infomercials will be broadcasted.

Evaluation

A.

Evaluation Objectives:
To measure the effectiveness of the advertising plan, it is necessary to evaluate the objectives. A survey will be conducted to gather consumer information and insights about the product. The most accurate and easiest method of assessing the effectiveness of a media campaign is to directly ask customers about their awareness of and familiarity with the product. This can involve asking specific questions about whether they

have seen a particular ad or more general inquiries about how they became aware of the product. The survey will be administered both before and after the advertising campaign to determine if there has been a change in consumers' perception.

Furthermore, the campaign's effectiveness can be assessed through observation and personal interviews. By observing consumers, it can be determined whether they have become aware of the advertisement. Additionally, conducting personal interviews allows the proponents to gain further insights into consumers' usage and perceptions of the product.

This survey is an evaluation tool for the advertising efforts of the proponents. It is being conducted by 4th year students at De La Salle Lipa for the Marketing Publications course requirement.