TLDR: Skincare giant Cetaphil, under Galderma, is implementing an AI-driven search and advertising strategy to effectively engage Generation Z. This approach emphasizes authenticity, scientific efficacy, and personalized content delivered through digital platforms like TikTok, moving beyond traditional advertising to meet the unique demands of younger consumers.
In a strategic pivot to capture the attention of younger demographics, skincare brand Cetaphil, a flagship of Galderma, is deploying an advanced AI-powered search and advertising strategy specifically tailored for Generation Z. This initiative reflects a broader industry trend where brands are increasingly integrating technology to understand and connect with digitally native consumers.
Galderma’s Global President of Dermatological Skincare, Tara Loftis, highlights the fundamental shift required to engage Gen Z, stating, “The biggest differentiating point between Gen Z and previous generations is their obsession with speaking authentically… They want to be spoken to in their own voice and they don’t want to be spoken to by an ad that is clearly devised to win them over.” This insight underpins Cetaphil’s revised marketing efforts, which prioritize genuine engagement over conventional promotional tactics.
Cetaphil’s strategy heavily leverages social commerce platforms such as TikTok, focusing on influencer marketing and user-generated content (UGC). The brand aims to create engaging, ‘snackable’ content, including short-form videos, humorous skits, and viral challenges that resonate with Gen Z’s digital consumption habits. Testimonials, honest product reviews, and ‘before-and-after’ transformations are also crucial elements, providing the social proof that this generation values highly. Gen Z consumers are known to prioritize peer recommendations and viral content, demanding transparency, authenticity, and science-backed claims in their skincare choices. They also show a preference for clean ingredients, inclusive messaging, and sustainable products.
Artificial intelligence plays a pivotal role in this new marketing paradigm. AI-powered tools and personalized skin diagnostics are becoming mainstream, with brands like Cetaphil, Sephora, and L’Oréal integrating such technologies into the consumer journey. AI algorithms analyze user data, including browsing behavior and preferences, to create highly targeted and personalized advertisements, thereby enhancing engagement and campaign effectiveness. As Garry Kasparov noted, “The future is not about artificial intelligence versus humans. It’s about artificial intelligence with humans,” underscoring the collaborative potential of AI in marketing.
AI’s capability extends beyond mere targeting; it can uncover deeper insights into Gen Z’s often-misunderstood behaviors and ‘silent needs,’ challenging preconceived notions about this demographic. For instance, AI-powered research reveals that Gen Z lives in a ‘pressure cooker of expectations,’ prioritizing innovation, entrepreneurship, and early retirement, and are globally connected yet locally rooted. This understanding allows brands to craft messages that genuinely resonate, for example, by promoting mental health awareness, a significant concern for this generation.
Experimentation is a core tenet of Galderma’s approach. Loftis encourages a culture where “It’s OK to take a chance and not every chance that you take is going to pay off.” This willingness to innovate led to a successful campaign with rapper Lil Wayne, which significantly exceeded internal expectations for earned media. While the rebrand was primarily aimed at Gen Z, consumer sense checks throughout the process ensured that the new messaging also resonated strongly with older audiences, demonstrating the universal appeal of modern, fresh, and efficacious product positioning.
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Ultimately, Cetaphil’s AI-driven strategy is about adapting to new consumer habits and delivering engaging, dynamic experiences tailored to the specific expectations of each generation, with AI serving as a key enabler for increased personalization and relevant message dissemination.
