Cetaphil-Presentation

CETAPHIL MENCETAPHIL MENSarah Blatter , Jacob Chronister

Emily Galalfant, Christina Huang, Dallin Hulet

Cetaphil Background• The dermatologist

recommend lotion (niche lotion)

• Effective in treating dry skin and eczema

• Unscented• Product variety based

on usage

Cetaphil Research• 70% female & 30 % male

users• 74% Users have higher

education • 43% White users• 33% age 18-34

Cetaphil Research • Compare to GoldBond and general lotion users

• Fewer male users (30%)• Higher income level (50%)• Higher education level (74%)• Primarily White (63%), but has more Asian users comparing to Gold Bond

(13%)• Younger users (33%)

Focus Group StudiesBrand loyalty is built through:•Doctors recommendation•Specific medical need for sensitive skin or eczema•Family/friend recommendations•Medical performance

Goal: Expand Market Share• Male users• College graduates or

beyond• White & Asian users• Strengths:

• therapeutic function• Dermatologist

endorsement• Non-greasy

Survey• Sent to male

lotion users of different ethnicities as testing sample.

• 86 respondents

Survey Response

RecommendationNew Product: Cetaphil Men

• Men’s lotion• More masculine design• Non-greasy• Light & moisturizing• Extra healing formula• #1 recommended by Dermatologists

Men

Recommendation Non-Greasy Formula

Purchase Intention for Cetaphil Men• On a scale of 1-5, how likely would you purchase this product?

Summary• Non-greasy formula• Increase male buyers

Men

THANK YOU!

APPENDIX

A-1 Use by Gender

• Experian Marketing Services (2012). Retrieved from https://oneview-experian-com.erl.lib.byu.edu/UniversityAccess?uid=5454

https://oneview-experian-com.erl.lib.byu.edu/UniversityAccess?uid=5454

A-2 Use by Income


https://oneview-experian-com.erl.lib.byu.edu/UniversityAccess?uid=5454

A-3 Use by Education


A-4 Use by Race


A-5 Use by Age


Cetaphil-Presentation

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