Case Study
Influencer Marketing
Dec 11, 2025
Connecting Dermatological Science with Gen Z’s “Moisture Culture”: Cetaphil Wins Big at MMA SMARTIES 2025
How can a derma brand become a daily ritual Gen Z couldn’t live without? The answer didn’t lie in product claims or new ingredients. It came from redefining what skincare means in culture, and tapping into the moments Gen Z truly cares about. Cetaphil partnered with AnyMind Group to make moisturizing a seamless and essential part of Gen Z’s lifestyle. Business Impact The campaign delivered remarkable results: +159% sales uplift in Q4 2024 versus Q4 2023, contributing 50% of full-year moisturizer revenue 2× household penetration in the sensitive-s
