Cetaphil Baby: Generations
Baby skincare, chosen the way the best decisions get made — inherited.
Lippe Taylor — SVP Creative Strategy
Shorty Awards Finalist
The problem
The most daunting aisle in the store
A new mom deciding on baby skincare stands between a formidable products aisle and the strong opinions of every mom in her life, and the choice feels impossibly high-stakes. Cetaphil Baby’s brief was awareness among moms who hadn’t yet picked a brand. The deeper problem wasn’t awareness — it was decision paralysis.
The insight
The easiest and best decisions are the ones inspired by a mom’s own rituals.
The campaign
From her shelf to the nursery
She has trusted Cetaphil’s gentle, dermatologist-recommended care on her own skin for years; Generations drew the line from her shelf to the nursery, connecting her skin health to her baby’s well-being. Cetaphil Baby as the natural extension of a ritual she already owns — skincare as one more thing a mother hands down.
Receipts
What it moved
5M
Impressions
32.85%
Video completion rate
43% above the industry benchmark · Shorty Awards finalist.
A practice named for two grandmothers was always going to have a soft spot for strategy built on inheritance.