Skincare brand Cetaphil has launched a “Skin Confidence Report” to better understand the behaviors and attitudes of Singaporean women towards good skin and what drives their confidence.
The findings show that Singapore women are confident. Almost 70% consider themselves beautiful but 97% of them want to improve their current skin condition. The majority of women in Singapore believe having good skin gives them a greater sense of self-confidence. They also believe that the condition of their skin will impact their career and social life.
“We recognise that good skin is a key attributing factor to one’s confidence. As women make up a significant segment of our customer base, we launched the Cetaphil Skin Confidence Report to better understand their perception of good skin and the part it plays in empowering them. It is heartening to know that women in Singapore feel confident about themselves,” said Jean Sebastien Ricard, general manager for Galderma South East Asia.
These findings were recently revealed as part of Cetaphil’s latest campaign lead and developed by The Secret Little Agency (TSLA) out of Singapore, through the launch of the Cetaphil Skin Confidence Report 2014.
The report is part of a larger integrated campaign being developed by TSLA for Cetaphil. “Long gone are the days where a big, endorsement type TVC lead campaign thinking in this bloated, cluttered category. We started off with a sharp, earned and owned media idea, and worked with some amazing partners and experts to bring our vision for the entire campaign to life,”said Mavis Neo, creative director at TSLA.
The research was carried out by Added Value Saffron Hill, with media and PR duties held by Zenith Optimedia and Weber Shandwick respectively.