Introducing the Cetaphil x NYFW Collaboration: A Celebration of Skincare and Fashion
If you've been following the latest trends in skincare and fashion, you may have noticed a familiar name popping up more frequently - Cetaphil. This iconic skincare brand has been making waves in the fashion world, from being the official skincare sponsor of the Marc Jacobs runway show to creating a viral Superbowl commercial. Most recently, Cetaphil took center stage at the alice + olivia presentation during New York Fashion Week (NYFW).
In a bid to build global awareness for Cetaphil, the brand launched its first-ever global activation, #FaceofCetaphil. This unique campaign brought together 18 influencers from 14 different countries to experience the full NYFW journey. Alongside them were five contest winners who showcased their creativity and passion for skincare and fashion on Instagram and TikTok.
Gerry Muhle, SVP & Head of Global Product Strategy at Galderma, the parent company of Cetaphil, explains the rationale behind this collaboration: 'NYFW is a huge global phenomenon. It engages a whole variety of people, and that's why we tapped into that. Also, it’s iconic. And we believe with 76 years of Cetaphil, it's also an iconic brand. We wanted to build out global awareness for Cetaphil, and so it made sense to do that at one of the world's biggest events [with influencers from] some of our biggest markets.'
The 48-hour experience during NYFW was carefully planned to align with the hydrating power of Cetaphil's Moisturizing Cream and Moisturizing Lotion, which have been clinically proven to provide 48-hour hydration. NYFW puts models' skin through various challenges, including heavy makeup, frequent outfit changes, and exposure to harsh winter elements. With 70% of people globally identifying as having sensitive skin, it is crucial to showcase the importance of a good skincare routine, especially during such demanding times.
To create a moment of rest and rejuvenation during the hectic NYFW schedule, Cetaphil partnered with Highsnobiety to host a Backstage by Cetaphil pop-up at Chillhouse. This retreat offered over 800 attendees the opportunity to pamper themselves with custom smoothies, facials, and manicures, all while receiving expert skincare advice from the Cetaphil team.
Educating the influencers about proper skincare became a cornerstone of the Face of Cetaphil campaign. Small group sessions were held with dermatologist partner Dr. Lindsey Zubritsky and the Cetaphil team to discuss skin health. Dr. Zubritsky emphasized the importance of using the right cleanser for your skin type to prevent irritation and clogged pores, while also highlighting the need for moisturizing to repair the skin barrier and create a smooth canvas for makeup application.
The influencers were also given a unique opportunity to delve into the modeling world by visiting the offices of Wilhelmina, a leading modeling agency. Here, they received skincare advice from Dr. Zubritsky and Cetaphil experts while models shared tips on posing for headshots. Runway Coach Mandy Dyonne Lieveld, who has worked with numerous famous faces in fashion, taught the group how to perfect their runway walks. These experiences provided a well-rounded understanding of the crossover between skincare and fashion.
For the alice + olivia NYFW presentation, Cetaphil took its place backstage as models were prepped for the show. The Cetaphil Healthy Renew Face Serum served as the perfect prepping product, thanks to its soothing and hydrating qualities. Next, the Cetaphil Daily Facial Moisturizer with SPF 35 was applied to lock in moisture and create a smooth canvas for makeup. To add a touch of sparkle, the Cetaphil Moisturizing Lotion was combined with glitter, offering the models a radiant glow.
Elyse Reneau, Executive Director of Global Beauty at Too Faced and lead makeup artist for the alice + olivia show, emphasized the importance of skincare preparation. 'Without it, your makeup is not going to sit right. Everything is going to melt off your face or maybe get patchy, so it is important to prep and be really hydrated, especially in the winter when people are feeling a little bit more dry. Skin prep is everything.'
The final result was radiant, flawless skin that perfectly complemented the whimsical creations of alice + olivia designer Stacey Bendet. The makeup artist, Elyse Reneau, drew inspiration from the collection itself and aimed to create wearable art that would pop like pop art. The makeup looks featured faux lashes with blue eyeshadow, giving a playful take on the iconic Twiggy blue-eyed look. The cheeks and lips were adorned with cotton candy pink shades, completing the overall vibrant and artistic aesthetic.
The Cetaphil x NYFW collaboration demonstrated the importance of skincare in the fashion world. Models, influencers, and industry professionals alike acknowledged the value of a solid skincare routine, especially during the challenging times of NYFW. Cetaphil's science-backed products provided the necessary hydration and protection against the elements, ensuring that the models' skin remained healthy and glowing throughout the demanding schedule.
This partnership between Cetaphil and NYFW not only showcased the brand's commitment to skincare but also highlighted the connection between skincare and fashion. From the backstage pampering sessions to the runway walks, Cetaphil played a pivotal role in creating a moment where fashion and skincare converged, emphasizing the importance of self-care even amid the bustling fashion scene.
