Cetaphil’s fresh take: Science, skin, and new faces

The rebrand is all about gentle skincare, real science, and new ambassadors including the Pangilinan siblings and Atasha Muhlach

With an increasing number of skincare trends and misinformation spreading across social media, Cetaphil, the globally trusted leader in sensitive skincare has taken a firm stand in promoting dermatologically backed education. The brand’s advocacy-first strategy focuses on bridging the gap between scientific expertise and accessible skincare solutions, ensuring that consumers receive accurate and responsible guidance for their skin needs.

This transformation was launched at the exclusive Cetaphil SkinLabs event, where the brand not only introduced its evolved identity but also welcomed its newest ambassadors, Donny Pangilinan and his sisters, Ella and Hannah Pangilinan, as part of the Cetaphil family.

“Cetaphil’s commitment is to deliver science-driven, dermatologist-recommended solutions that cater to diverse skin needs, ensuring that everyone—regardless of skin type or concern—has access to effective, clinically proven skincare,” says Louie Roxas, General Manager of Galderma Philippines.

One of the key motivations behind Cetaphil’s transformation is the growing concern surrounding skin sensitivity among Gen Z consumers. Research shows that this generation faces heightened skin concerns due to environmental stressors, lifestyle habits, and excessive use of harsh skincare ingredients. With this in mind, Cetaphil is making a dedicated effort to resonate with Gen Z by offering gentle, science-backed skincare solutions tailored to their unique needs.

In this new campaign, Cetaphil places a spotlight on Gen Z, many of whom have yet to establish brand loyalty with the leader in sensitive skincare. As studies reveal their increased vulnerability to skin sensitivity, Cetaphil seeks to resonate with this audience and empower them to embrace gentle skincare solutions designed for their needs.

Cetaphil introduced its rebrand with the exclusive launch event, Cetaphil SkinLabs, bringing the campaign’s ethos to life through an immersive and educational experience. Held at The Courtyards at Vermosa, the event welcomed dermatologists, ambassadors, beauty and lifestyle KOLs, media, and other brand advocates.

Attendees were guided through a curated journey exploring Cetaphil’s science-backed approach and longstanding commitment to sensitive skin. The experience featured engaging activities, derma talks, and demonstrations of the brand’s latest innovations.

For the first time in a Cetaphil event, multiple brand ambassadors were present: Host Bianca Gonzalez, Catriona Gray, Nico Bolzico and Andi Manzano shared their experiences with the brand. New members of the Cetaphil family were also introduced: Donny, Ella, and Hannah Pangilinan, Atasha Muhlach, and Bea Fabregas discussed their excitement at being presented for the first time as brand ambassadors.