CETAPHIL BABY · GENERATIONS
How does a new mom actually pick a brand for her baby?
A crowded aisle looked like a product problem. The useful answer was already in her bathroom: trusted skincare as a ritual she knew how to hand down.
THE PROBLEM
The most daunting aisle in the store, and a new mom who hasn’t picked a brand yet.
THE MOVE
Start from the ritual she already trusts — her own shelf, carried into the nursery.
THE RECEIPT
The 15-second film beat its category completion benchmark by 43%.
ROLE
SVP, Creative Strategy · /prompt (formerly Lippe Taylor)
REMIT
Head of Creative Strategy, overseeing: Discovery & research · Creative strategy · Digital strategy · Social strategy
DIRECT CONTRIBUTION
Senior strategy leadership across Cetaphil’s platform and digital work, including Consumer insight development · Brand platform · Digital video
THE CHALLENGE
The most daunting aisle in the store.
New mothers entered baby skincare surrounded by products, claims, and strong opinions. Cetaphil Baby needed awareness among people who had not yet chosen a preferred brand.
The more useful challenge was confidence: how could the brand help a high-stakes decision feel familiar?
THE SPARK
A new mother may be making baby-care choices for the first time. She already knows how she cares for her own skin. That existing ritual gave Cetaphil Baby a credible place in the decision.
The easiest decisions begin with a ritual she already trusts.
THE CONNECTION
Her shelf, carried into the nursery.
Generations drew on Cetaphil’s equity in gentle, dermatologist-recommended care and gave the Baby line a distinct emotional role: an extension of something she had already chosen for herself, now carried into how she cared for her child.
HOW IT CAME TO LIFE
Make inherited confidence visible.
Video let the team hold functional reassurance and emotional recognition in the same frame. The Generations films were built for owned social, paid media, the brand website, and retail product pages — places where a new mother might encounter the choice.
THE RECEIPTS
The 15-second film cleared its category benchmark.
5M
Impressions
99,345+
Total video views
32.85%
15-second completion rate (+43% vs. industry benchmark)
Outperformed both parent company (Nestlé Skin Health) and skincare industry benchmarks for YouTube video completion rates (VCR)
