How Cetaphil is turning science-led skincare into a full-scale public experience

For years, Cetaphil Malaysia has been known for its measured, education-first marketing approach. The brand built trust quietly, focusing on dermatologist-backed science, credible routines, and closed-door engagements rather than flashy campaigns or mass activations. That is now changing.

Over the past year, Cetaphil has begun rethinking how it shows up in an increasingly crowded and socially driven skincare landscape, culminating in its largest-ever public-facing event, a multi-day SkinLABS installation carried out in collaboration with Watsons at 1 Utama Shopping Centre that showcased the brand’s full head-to-toe portfolio.

According to Afeeza Anwar, head of marketing at Cetaphil, Galderma Malaysia, the shift was driven by how consumers now discover and relate to skincare brands. This is especially true in an era where beauty and skincare brands compete for attention across the digital landscape, through placements, influencer reviews, and a myriad of other channels.

“Over the years, Cetaphil Malaysia has maintained an education-driven approach to marketing, emphasising the importance of science-backed routines and empowering Malaysians with credible dermatological knowledge,” she said. “As consumers increasingly discover skincare products and information through online user generated content, such as creators, reviews, and authentic peer-to-peer content, Cetaphil has pivoted into more active influencer engagements.”

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The move was not about abandoning science, but translating it in more human and relatable ways. Afeeza explained that influencer partnerships allowed the brand to simplify dermatological knowledge into content that resonates emotionally, especially with younger audiences, while still retaining credibility. She added:

The objective was to build stronger social relevance while accelerating new-user recruitment in a highly competitive category.

That evolution took a significant step forward in 2025 with the launch of SkinLABS in Malaysia, which marked Cetaphil’s first foray into immersive, experience-led marketing. “SkinLABS created a dedicated space for consumers to experience the brand, not just hear about it,” Afeeza said. “It blended dermatological education with hands-on product interaction, skin diagnostics, texture trials, and creator-led storytelling.”

From Cetaphil's perspective, the response to SkinLABS signalled an appetite for deeper engagement. Consumers wanted more than product claims or endorsements, they wanted understanding, guidance, and interaction, particularly when it came to sensitive skin.

Building on those learnings, Cetaphil Malaysia scaled up SkinLABS in January with a large installation at 1 Utama’s Oval concourse, its first event of this scale open to the general public. Unlike past activations that focused on selected hero products or smaller closed-door sessions, this installation brought together the brand's full dermatological skincare range under one roof. Afeeza said: 

The goal was to transform the concourse into a welcoming, science-meets-lifestyle space, making dermatologist-backed skincare accessible, engaging, and enjoyable for the public.

The pop-up featured immersive zones centred on different skin concerns, on-site skin assessments, interactive texture trials, and educational content anchored in dermatologist recommendations. Shareable moments were also built into the experience to encourage organic social amplification.

Central to the showcase was Cetaphil’s latest innovation, the Ceramide Repair Lotion, alongside the SkinLABS Exfoliation, Hydration, Radiance, and Gentle Lab ranges, including its baby line. Together, the portfolio highlighted the brand’s core strengths in clinically tested efficacy, barrier repair, and solutions tailored for sensitive skin, reflecting both market demand and evolving consumer behaviour.

The activation was further amplified by a meet-and-greet with Amelia Henderson, chosen for her relatability and long-standing connection with the brand. “She embodies the modern Cetaphil user, confident, authentic, health-conscious, and open about her personal beauty journey,” Afeeza said. “Her presence helped drive footfall, spark social conversation, and strengthen the event’s connection with young Malaysians.”

Looking ahead to 2026, Cetaphil is continuing to refine its influencer strategy, shifting away from one-off collaborations towards more integrated, insight-led partnerships that support pop-ups, launches, and SkinLABS experiences. “We’re focusing on stronger creator–brand alignment, diversified formats, and clearer performance frameworks,” Afeeza said.

The goal is to make influencer marketing more meaningful, measurable, and strategically tied to brand objectives.

As Cetaphil continues to scale experiential and influencer-led marketing, Afeeza also noted that agency partnerships will remain key, with the brand working across creative, activation, production, and PR partners to sustain long-term conversations.

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