The most selling men’s facewash in India is not Garnier or Nivea or even Himalaya
It’s a company you might’ve never heard of — Cetaphil!
The crazy part? They hardly advertise & don’t even have good packaging unlike others
THREAD: How a boring pharmacy product beat the giants🧵
It’s a company you might’ve never heard of — Cetaphil!
The crazy part? They hardly advertise & don’t even have good packaging unlike others
THREAD: How a boring pharmacy product beat the giants🧵
f you look closely at the men’s skincare market, you’ll see that men incline less towards skincare in general.
So, the best way to sell face wash to Indian men might not be trying to lure them through commercials focusing on the target customer.
So, the best way to sell face wash to Indian men might not be trying to lure them through commercials focusing on the target customer.
It might not be through signing Tiger Shroff or John Abraham.
Because most men just don’t buy face wash or skincare for themselves.
So, instead of going the way all other products were going, Cetaphil played it differently.
Because most men just don’t buy face wash or skincare for themselves.
So, instead of going the way all other products were going, Cetaphil played it differently.
While all other brands were focused on promoting the beauty and grooming aspects of their face wash,
Cetaphil stuck to its core
— quality product that cleanses and cares for the skin.
They knew for a fact that the growth this way will be slow, but sure.
Cetaphil stuck to its core
— quality product that cleanses and cares for the skin.
They knew for a fact that the growth this way will be slow, but sure.
And as for the targeting, they took a twisted approach.
Most men depend on their girlfriends, wives, sisters, or moms to buy or recommend skincare for them.
So, instead of advertising to their target customer, Cetaphil tries to be the talking point among women.
Most men depend on their girlfriends, wives, sisters, or moms to buy or recommend skincare for them.
So, instead of advertising to their target customer, Cetaphil tries to be the talking point among women.
It tries to take centerstage in women-centric areas and circles.
For example, if you see the number of reviews on Nykaa for the top 4 face washes,
you can clearly see a humongous difference between Cetaphil and others.
For example, if you see the number of reviews on Nykaa for the top 4 face washes,
you can clearly see a humongous difference between Cetaphil and others.
Other than that, men who want to buy a face wash for themselves or upgrade from “Rin Tikiya" (Not even a joke at this point. Guys actually use it!), ask for recommendations from their friends.
And who do you ask such questions in your friend groups?
— Skincare enthusiasts.
And who is usually a skincare enthusiast?
— Someone who has suffered from skin problems and has sought recommendation from a dermatologist or a chemist.
— Skincare enthusiasts.
And who is usually a skincare enthusiast?
— Someone who has suffered from skin problems and has sought recommendation from a dermatologist or a chemist.
That’s where Cetaphil has perfectly positioned itself.
Most dermatologists recommend Cetaphil.
And if you go to a chemist and ask for a good face wash that helps your skin, they’ll recommend Cetaphil as well.
That’s how it became the most recommended skin health product.
Most dermatologists recommend Cetaphil.
And if you go to a chemist and ask for a good face wash that helps your skin, they’ll recommend Cetaphil as well.
That’s how it became the most recommended skin health product.
It’s not like men’s skincare wasn’t already present in India, but there wasn’t much of a “care” aspect in it.
Because of our brown skin tones, there’s a want to look fairer & most of the brands played on that until now.
Because of our brown skin tones, there’s a want to look fairer & most of the brands played on that until now.
Over time, the “acceptance of who we are” wave has taken over the youth, and such branding exercises have started repelling customers.
So much so that fairness creams declined 3% in 2023, which shows that there’s a shift towards products that actually care for the skin.
So much so that fairness creams declined 3% in 2023, which shows that there’s a shift towards products that actually care for the skin.
So, keeping a health focus, instead of commercialising beauty enhancing effects, did Cetaphil good in the long run.
This shows that India is maturing as a skincare market where pharmacy products are gaining more traction and competing with beauty brands.
This shows that India is maturing as a skincare market where pharmacy products are gaining more traction and competing with beauty brands.
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