Cetaphil‘s new digital campaign, “Made For Phil,” encourages men to openly embrace skin care.

The brand, a dominant player in the derm-forward skin care space, is speaking to men with humor, highlighting “Ceta Six Pack” and “CetaGrill” concepts that position skin care as a practical element of everyday life.

The brand has reinforced its messaging with partnerships with personalities like football rookie Xavier Legette, DJ Walton and The Real Dads of NY, all of whom have shared their skin care routines.

To learn more about the changing men’s skin care space and Cetaphil’s strategy, Global Cosmetic Industry spoke with Tara Loftis, global president of skin care, Galderma.

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