Cetaphil has partnered Malaysian actress Lisa Surihani to advocate skin health through educational and personalised approaches. Through this year-long collaboration, Surihani will be sharing with Malaysians personal tips and insights on how to attain healthy skin with Cetaphil products.
In a statement to A+M, the company’s spokesperson said it chose Surihani to be its brand advocate because she embodies the same beliefs and personality as the brand. The partnership aims to target women aged between 20 to 34 years old, followed by women 35 years old and above. Cetaphil also hopes to reach out to those who seek gentle and versatile skin products that do not dry out their skin.
The spokesperson added that Surihani will be sharing her experience with Cetaphil and educating about skin health through both her personal social media channels and Cetaphil’s digital channels. Cetaphil will also host a number of events where the actress can share her story on a bigger and more personal stage with her fans.
Additionally, the spokesperson said Cetaphil has also launched its brand films on digital and TV, as well as invested in point of sales materials at retail outlets to promote this partnership and further advocate for healthier skin. This partnership was inspired by Surihani’s story where she started using the Cetaphil Gentle Skin Cleanser when her skin became oily during her second pregnancy.
“Having users share their concerns and desires for healthier skin has motivated us to come forth and share simple yet effective ways to gently care for their skin. When we first heard of Surihani’s journey with Cetaphil and her stories, we were very excited that she too wanted to share her knowledge with a wider audience,” Cindy Tiu, commercial director of Galderma Malaysia, said. Tiu added that this collaboration “makes sense” as Surihani was ready to educate while it has 72 years of skincare knowledge to impart.
“I am honoured to work with a skincare brand that has been part of my life for so long. Besides the product benefits, our similar belief in embodying ‘skin health before beauty’ resonates with my family and I. Throughout this whole year, I look forward to speaking to my fans and the wider audience on a personal level on how to achieve better skin with Cetaphil,” said Surihani.