Cetaphil embarked on a groundbreaking initiative during New York Fashion Week, subjecting its skincare products to the ultimate test of the event notorious for stress and skin irritation. Gathering a group of worldwide influencers for a 3-day journey, the event commenced with a welcome dinner at Kyu in SoHo, featuring insights from brand leaders and fostering connections. Day two transformed the Dominick hotel's penthouse into a skincare oasis, offering dermatologist consultations, facials, massages, and interactive AI skin analyses, followed by a celebratory skincare-themed happy hour at the Jimmy rooftop. Day three began at Wilhelmina models where attendees were immersed in dermatologist sessions with Dr. Lindsey Zubritsky, runway coaching from the renowned Mandy Dyonne Lieveld, and a model digitals station. Next up the group was lead to the Cetaphil pop-up experience with Chillhouse and Highsnobiety for an epic cafe experience, hydrating facials, manicures and hand massages, and live music. The evening concluded with a Cetaphil skincare booth backstage at the Alice and Olivia show where models got their skin prepped for the runway, complete with product demos. The activation solidified Cetaphil as the ultimate skincare for sensitive skin, reinforcing its brand message of "we do skin, you do you". The activation was further exemplified by partnerships with Marc Jacobs and Alejandra Alonso Rojas to ensure models had flawlessly prepped skin for their runway shows.
