By  on September 19, 2017

Cetaphil, a therapeutic skin-care line frequently recommended by dermatologists and beauty editors, turns 70 today.

In an industry where ingredient trends come and go, Cetaphil’s sales have stayed steady. In fact, according to IRI figures for the 12-week period ended Aug. 13, in multiunit doors, its facial cleanser sales rose almost 9 percent, hand and body lotions expanded close to 12 percent and the body wash boosted volume by another 5 percent. Retailers noted that Cetaphil is producing gains at a time when other brands are challenged in the therapeutic subcategory of skin care. L’Oréal is increasing its efforts behind CeraVe, which it acquired in January. AB Brands is building up a relatively new brand called Aquation.

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