Connecting Dermatological Science with Gen Z’s “Moisture Culture”: Cetaphil Wins Big at MMA SMARTIES 2025

How can a derma brand become a daily ritual Gen Z couldn’t live without? The answer didn’t lie in product claims or new ingredients. It came from redefining what skincare means in culture, and tapping into the moments Gen Z truly cares about. Cetaphil partnered with AnyMind Group to make moisturizing a seamless and essential part of Gen Z’s lifestyle.

Business Impact

The campaign delivered remarkable results:

• +159% sales uplift in Q4 2024 versus Q4 2023, contributing 50% of full-year moisturizer revenue
• 2× household penetration in the sensitive-skin segment
• 8M+ views and 250K+ engagements across social channels
• +5.9ppt lift in ad recall and +2.4ppt increase in brand association

The campaign also achieved deeper brand outcomes:

• Transformed Cetaphil’s scientific 3-layer moisturizing system (Moist In – Moist Boost – Moist Lock) into a memorable and shareable winter brand code
• Created a common language between science, creators, and young consumers, clarifying the role of each in protecting sensitive skin effectively

Ms. Dao Nguyen, Marketing Manager of Galderma proudly shared about the campaign: “The campaign was a remarkable success, and we are thrilled with the outstanding results. The creative concept of the “3-Layer Moisture Coat” (Áo ẩm 3 lớp) was truly insightful and resonated powerfully. We achieved a significant sales increase of up to 159% for the campaign, a testament to this impactful and engaging creative strategy. Furthermore, we successfully achieved double penetration for Cetaphil Moisturizer during the campaign period, which is a fantastic accomplishment.

AnyMind team’s expertise in crafting and executing our social media strategy was critical for the campaign’s success. We were particularly impressed with the TikTok-first, full-funnel approach that captivated our audience through all phases – from the initial tease to driving conversions. The strategic activation of Health Care Professionals, KOLs, and influencer reviews was masterfully handled, building significant trust and credibility with Gen Z and Millennials.

The team’s dedication, deep understanding of the social landscape, and collaborative spirit were absolutely key to these fantastic outcomes. We are so proud of what we achieved.”

Context

Cetaphil Moisturiser had been on the market for about a year, backed by specialized scientific formulations for sensitive skin. However, during winter – the peak moisturizing season, the brand had yet to become top-of-mind for Gen Z and Young Millennials. They heard a lot about moisturizing but did not fully understand why the skin barrier needs scientific protection, or what sets Cetaphil apart.

The challenge was not just driving sales, but:

• Turning Cetaphil’s 3-layer moisturizing system into a cultural winter symbol that’s memorable and shareable
• Engaging Gen Z lifestyle and culture while elevating scientific education for sensitive skin in winter

The key was leveraging data and social media. Creators, KOLs, and healthcare professionals (HCPs) together told a unified story around the “3-Layer Moisture Coat,” making moisturizing a relatable, culturally embedded habit rather than a boring skincare step.

Objectives

• Brand Visibility: Increase awareness, engagement, ad recall, and brand association with winter moisturizing habits for sensitive skin
• Penetration: Acquire new users for Cetaphil Moisturiser
• Sales Uplift: Boost Q4 2024 sales during peak winter season
• Distribution: Expand nationwide availability for better accessibility

Target Audience

The campaign targeted Gen Z and Young Millennials (18–34) who:

• Love fashion, travel, and lifestyle experiences.
• Frequently follow skincare trends via creators and KOLs.

However, they often overlook scientific factors and skin barrier protection, especially with seasonal, regional, or environmental changes. While they naturally layer clothing in winter, they rarely think to “layer” their skin properly. This gap created the opportunity for a bold, culturally resonant idea that combined scientific depth with lifestyle relevance.

Insight & Big Idea – “3-Layer Moisture Coat”

Gen Z layers their clothes in winter – undershirts, sweaters, jackets – to protect against cold, wind, and dryness. But they often forget that skin, especially sensitive skin, also needs protective layers against wind, air conditioning, and dry climates.

From this insight, the “3-Layer Moisture Coat” idea emerged, based directly on Cetaphil Moisturiser’s scientific 3-step system: Moist In – Moist Boost – Moist Lock.

Instead of just saying “deeply moisturizes sensitive skin,” the campaign translated the 3-step science into a daily routine: before leaving the house, before a flight, before a day in air conditioning, put on your 3-Layer Moisture Coat for your skin. Science became an approachable ritual, easily integrated into Gen Z lifestyles.

Strategy

Leading the strategic direction of the campaign, Nguyen Truong Hoai Nhan, Strategic Planning Associate Director, Vietnam, AnyMind Group shared: “The success of the 3-Layer Moisture Coat campaign didn’t come only from tapping into the right insights of Gen Z, or from bold ideas personalized by region and lifestyle. More importantly, it proved how social can shape and sustain long-term brand culture, creating a space where Cetaphil builds genuine connections with young audiences and inspires real shifts in their skincare behavior.”

The campaign expanded from product messaging to a broader lifestyle positioning: moisturization is essential in all winter conditions. Cetaphil became a winter wardrobe staple – an everyday “coat” for the skin.

To resonate with Gen Z, content reflected their passions: fashion, travel, and makeup. Creators and HCPs played distinct roles:

• Creators/KOLs: Demonstrated the 3-layer routine through outfit-of-the-day (OOTD), travel bags, and office routines
• HCPs: Explained why sensitive skin needs 3 layers, how each step works, and why Cetaphil is effective, transforming dry dermatology science into engaging edu-tainment

Data-Driven Creator Selection through AnyTag

AnyMind Group’s influencer marketing platform – AnyTag enabled data-led influencer selection, clustering by lifestyle and region, and real-time optimization. We evolved influencer orchestration into a cultural engine:

• From one-size-fits-all to hyper-local relevance (regions, climates, lifestyles)
• From conventional KOLs to multi-layered creator collaboration: communities, KOLs, healthcare professional (HCP), fashion/travel partners
• From awareness impact to full-funnel impact

Cross-Industry Collaborations to Amplify Impact

Uniqlo x Cetaphil – “Buy a Coat, Get a Moisture Coat” Combo

The partnership turned Cetaphil into a winter wardrobe essential. Every Uniqlo winter coat purchase included a Cetaphil product, linking fashion and skincare directly. Each coat served as a reminder: don’t forget your 3-Layer Moisture Coat for your skin.

Traveloka x Cetaphil Mega Live – Vietnam’s First Travel-Shoppertainment on Shopee & TikTok

Cetaphil became an essential travel companion, especially for trips with temperature changes. Users were inspired to explore destinations while remembering, “don’t forget your 3-Layer Moisture Coat for your skin”, making it both culturally relevant and functionally indispensable.

Execution

PHASE 1 — Establish

We sparked curiosity through 30+ communities with the question:

“How many layers does your skin wear in winter?”

Discussion threads, memes, and shared experiences of dry, flaky, or irritated skin introduced the 3-Layer Moisture Coat concept. Within 24 hours, it became a familiar Gen Z conversation starter, paving the way to deeper education about Cetaphil’s 3-layer system.

PHASE 2 — Connect

Localized CGI/OOH visualized how skin loses moisture in different cities (Hanoi, Da Nang, HCM, Can Tho), linking weather changes to the 3-Layer Moisture Coat.

TikTok edu-tainment series led by HCPs transformed dermatological knowledge into friendly, easy-to-digest content led by HCPs. They used simple, everyday language to explain:

• Why sensitive skin is vulnerable in winter
• How Moist In → Moist Boost → Moist Lock works
• Benefits of using Cetaphil to protect the skin barrier

AnyTag ensured the right creators delivered the message to the right audience at the right moment (before, during, after cold spells, holidays, or travel seasons). Creators integrated the 3-Layer Moisture Coat into daily life: travel kits, skincare routines, and office aircon habits.

PHASE 3 — Action

The final phase focused on product trial and conversion via initiatives like Uniqlo combo and Traveloka Travel-Shoppertainment Mega Live. AnyTag selected high-conversion creators for review content, livestreams, and winter skincare combos. Combining lifestyle storytelling (fashion, travel, daily life) with commerce (offers, bundles, vouchers) inspired action and drove real purchases.

Conclusion

Cetaphil’s journey from derma care to daily culture showcases how brands can drive lasting emotional connection when they speak the language of their audiences. The 3-Layer Moisture Coat didn’t simply promote a product, it created a new cultural symbol for protection, comfort, and self-care during winter.

By combining cultural creativity with AnyMind’s technology and creator expertise, Cetaphil built a social movement that shifted behaviors and redefined the moisturizer category. As a result, the brand is now embedded more deeply in Gen Z’s routines, wardrobes, and travel plans, positioned not only for seasonal success but long-term loyalty.