Cetaphil is done being basic.
The Galderma-owned skin-care brand best known for its simple cleansers has signed its first celebrity brand ambassador, Rachel Brosnahan, who is to help promote Cetaphil and its products on her own social media platforms.
The “Marvelous Mrs. Maisel” actress was a natural fit for the brand — she has been using Cetaphil Gentle Skin Cleanser since she was 16 years old and wrestling for her high school team. “My mom introduced me to Cetaphil in high school because I was wrestling and playing lacrosse — I have really sensitive skin and it was constantly irritated from sweat and hormones and a terrible diet,” Brosnahan said. “She introduced me to the cleanser and told me to keep my routine super simple. It made my skin clean and calm and it’s been a go-to ever since.”
The Cetaphil partnership with Brosnahan marks the first time the brand has signed a celebrity, and it happens to be Brosnahan’s first official brand ambassadorship, as well. She was approached by Cetaphil after the brand saw an interview Brosnahan had done in which she’d stated the Cetaphil Gentle Cleanser was a go-to in her beauty routine.
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Brosnahan still considers her skin to be sensitive, especially now that she’s filming the third season of her hit Amazon show and is wearing heavy makeup every day. “My [skin-care] philosophy has stayed the same [over the last 10 years] — keep it simple and don’t use too many products.”
For Cetaphil, the celebrity ambassadorship is coming at a time of growth for the brand. Cetaphil has benefited from overall category gains in the mass skin-care market, and its simple cleansers and moisturizers targeted at sensitive skin have found new resonance with Millennials. The brand’s mass market retail sales were up 8 percent in the last 52 weeks ending May 19, according to IRI.
The brand is looking to drive further growth with Brosnahan’s help, who will promote her experience with using Cetaphil for sensitive skin on her own platforms, as well as some of its lesser known or newer products. Said Michael Sabbia, marketing director for Cetaphil, “We’re going to focus on social media, leveraging her followers to tell her story through the lens of the brand.”