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Article: Cetaphil proves to be 'little brand that could'.(Galderma Laboratories Inc. celebrated its 60th anniversary of brand marketing)(Brief article)
- Article from:
- Chain Drug Review
- Article date:
- May 1, 2006
CopyrightCOPYRIGHT 2006 Racher Press, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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FORT WORTH -- The 60th anniversary of Cetaphil gentle skin cleanser, which has led its category for years despite nominal consumer advertising, will be celebrated next year by Galderma Laboratories LP.
A new public relations campaign for consumers is in the works. A special effort will be made to reward the more than 200,000 Cetaphil Skin Care Club members for their support.
Galderma group product director John Petersen also promises "a big splash" for the overall Cetaphil line in 2007.
"It's the little brand that could," remarks Petersen, referring to Cetaphil's relatively small consumer advertising budget. The product has thrived based on ...