Cetaphil Thailand wants women to cut through 'beauty clutter' and focus on self love

In line with the upcoming International Women's Day, Cetaphil Thailand aims to encourage women to prioritise and love themselves. Done in collaboration with Bonsey Jaden Thailand, its latest spot features the tagline "Keep only what matters. Lose the rest." and runs on Facebook and YouTube.According to creative director Kanokwan Kaewwanich, the inspiration behind the spot was focused on assisting Cetaphil to breakthrough Thailand's saturated "beauty clutter", where consumers are exposed to beauty and skincare products that boasts new active ingredients and product innovations on a daily basis."By injecting ‘real-life’ impurities within the videos, Cetaphil is able to emphasise ‘Keep only what matters. Lose the rest.’ which translates to the brand’s believe that hydration is the key to a healthy skin," Kaewwanich, said.Meanwhile, group business director Siriwan Siriwangsanti said having been digital partners with Cetaphil for over five years in Thailand and the region, it is not just a digital agency. Instead, the agency sees itself as a solution partner."If it means we need to transform the brand from a functional approach to an emotional one, we will do the necessary research to ensure that the transition is smooth and does not dilute the brand DNA in any way. Through this campaign, we are aiming to build stronger brand resonance and reach out to a wider audience pool,” Siriwangsanti said.