Rebrand & Product Line RefoCUS - CetaphilBeyond the Brand: A Strategic Reintroduction of Cetaphil to HCPs
Situation: 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.
Rebrand ~ Website Design ~ Print Ad ~ Video
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.
Strategy: Schaefer approached the challenge by blending visual storytelling with science-forward messaging. We re-evaluated each HCP-facing resource for function, visual impact, and content clarity, ensuring alignment with the updated brand system. Our team designed each deliverable to drive engagement through tactile, visual, and narrative appeal while anchoring every communication in clinical efficacy.
Strategy: Schaefer approached the challenge by blending visual storytelling with science-forward messaging. We re-evaluated each HCP-facing resource for function, visual impact, and content clarity, ensuring alignment with the updated brand system. Our team designed each deliverable to drive engagement through tactile, visual, and narrative appeal while anchoring every communication in clinical efficacy.
