TIME = MONEY 
Report to the Community ~ Photoshoot ~ Website
Beyond the Brand: A Strategic Reintroduction of Cetaphil to HCPs
Cetaphil, a globally recognized skincare brand, underwent a major rebrand to modernize its identity and better connect with everyday consumers. However, this visually-driven evolution presented a unique challenge: how to translate a consumer-centric rebrand into meaningful, science-backed messaging for healthcare professionals (HCPs). Schaefer was tasked with bridging this gap—developing tools that maintained the integrity of the refreshed brand while reinforcing clinical credibility and driving engagement with an expert audience.
Goals:
Adapt consumer-driven brand elements to resonate with HCP expectations and standards.
Preserve and emphasize Cetaphil’s clinical heritage and scientific validity.
Create impactful sales tools that effectively communicate key claims without overwhelming.
Enhance memorability and in-office usability of leave-behind and sales materials
1. CTMP Provider Leave Behind
To replace a flat and forgettable 5x7 card, an innovative fold-out piece modeled after a flower petal. Each fold highlights one element of Cetaphil’s core C-T-M-P regimen—Cleanse, Treat, Moisturize, Protect—offering providers a dynamic and educational interaction. This redesign not only aligned with the new aesthetic but also added dimension and memorability to in-office conversations.
2. Core Product Line Surprise & Delight Boxes
We curated and distributed 3,500 premium mailers to key HCP influencers, each containing Cetaphil’s three core products. These boxes debuted the new visual identity while spotlighting recent clinical study data that reaffirmed product efficacy. The packaging and accompanying materials were crafted to elicit excitement, reinforce trust, and encourage in-office trials.
3. In-Field Sales Materials
a full suite of in-field sales materials were redesigned with a refined, unified visual language aligned to the consumer brand. Every piece was carefully rewritten to sharpen core messaging and elevate key claims—removing clutter while preserving clinical rigor. These tools now empower sales reps to deliver clear, confident, and compelling conversations with HCPs.
The photography and storytelling were the heartbeat of this project. We conducted interviews and photoshoots with Moncrief patients — some still courageously fighting cancer, others celebrating survival. These sessions were unforgettable: we laughed, danced, cried, and built genuine connections. The portraits carried raw honesty, pairing joy and resilience with the gravity of their experiences. Alongside each image, their voices came alive in written stories — testimonials that not only honored their journeys but also created a bridge of empathy for readers. These narratives invited the community to see cancer not as an abstract challenge, but as something deeply human, affecting neighbors, friends, and loved ones.
To extend the experience beyond the printed page, we created a digital companion site that echoed the design sensibility of the newspaper. The site’s interface borrowed textures, layouts, and headline treatments reminiscent of print, giving visitors the same sense of holding something crafted and intentional. More than a mirror, it became a hub where the campaign could live and grow — offering space for additional stories, ways to donate, and resources for screenings. Every visual and interactive detail was built around the concept of “Money = Time” — a striking play on words that underscored the truth that contributions could translate into more time for patients and more chances for prevention.
