The Challenge
Cetaphil needed to launch Skin Activator, a new anti‑aging category, through CRM while overcoming low awareness, complex science, and the need to keep users engaged long enough to see results. The program required multi‑phase emails, SMS, pop‑ups, and journey updates under strict fixed deadlines.
The Solution
I defined the creative vision for a cohesive CRM journey—building a modular design system, refreshed messaging, and cross‑channel assets spanning emails, evergreen education, triggered journeys, and pre/post‑launch pop‑ups. The system simplified science, reinforced routine, and unified all Skin Activator touchpoints.
The Results
The Skin Activator launch delivered strong cross-channel performance, validating the strategic framework and creative system behind it. The cohesive journey drove meaningful traffic, sustained engagement, and high-intent interactions throughout the campaign lifecycle.
THE METRICS
From Sept–Dec 2025, the campaign resulted in:
20.9K
Total clicks from ad‑hoc emails
4.52%
CTR within the opt‑in journey
53K
Total page visits across five
Skin Activator landing pages
174s
Average time spent on the
Skin Activator Challenge page
