What's Happening?
Mariska Hargitay has joined Cetaphil as the face of its new Skin Activator Hydrating & Firming line. The collection, priced between $10 and $17, aims to address fine lines and crepey skin using micro-doses of mandelic acid and centella asiatica. Hargitay, known for her role in 'Law and Order: SVU,' has a personal connection to Cetaphil due to her sensitive skin. The launch targets Millennial and Gen X consumers, who make up a significant portion of Cetaphil's customer base, and aligns with a cultural shift towards redefining aging.
Why It's Important?
Hargitay's partnership with Cetaphil highlights the brand's focus on science-driven skin care and its appeal to Millennial and Gen X consumers. This demographic is driving a cultural conversation about aging, emphasizing empowerment and redefining beauty standards. The collaboration reflects a broader trend in the beauty industry, where brands are leveraging celebrity endorsements to connect with consumers and promote products that align with their values. Cetaphil's emphasis on scientific innovation and inclusivity may strengthen its position in a competitive market.
