Cetaphil taps MY girl group Dolla for first-ever IG takeover on skin health

Cetaphil Malaysia has partnered with Malaysian girl group Dolla for its first-ever Instagram take over initiative. Covering two episodes, the girl group will talk about the brand, its products, and the five signs of skin sensitivities. Dolla's members will also share their experiences with the Cetaphil products as part of their daily routine. This is part of Cetaphil's campaign to educate Malaysians on skin sensitivities, which includes dryness, irritation, roughness, tightness and weakened skin barrier.

Done in collaboration with Bonsey Jaden Malaysia, the campaign features a series of educational and engaging activities that will culminate in the Cetaphil Skin Health Festival, a live-stream session that Cetaphil Malaysia will be organising on 10 November. A clinical dermatologist will also share about skin health, bust some myths and answer questions from the audience during the festival. The partnership aims to build strong brand awareness and resonance with male and females from 18 to 25 years old. 

While Cetaphil Malaysia did not comment on the monetary value of the campaign, it explained that Dolla was chosen due to its work. As a group of empowered and confident young women who bring fresh, optimistic energy to women everywhere, Cetaphil's spokesperson said Dolla encourages youths "to take care of themselves and to fight for what they believe in". "Dolla is the right partner to do so as they are friendly, well-known and positively influential - and going back to basics, taking care of their skin health with our dermatologically proven range of products," Cetaphil's spokesperson said.

Aside from the Instagram takeover, members of Dolla will also be drumming up awareness of the five signs of skin sensitivities and championing skin health education to their followers on their own social handles. "We hope that it will bring a great impact to not just our community of Cetaphil lovers but also Malaysian youths and in their pursuit to taking care and getting healthy skin," Cetaphil's spokesperson said. 

This is not the first partnership Cetaphil Malaysia has done to advocate skin health. In 2019, the company partnered with Malaysian actress Lisa Surihani to promote the benefits of skin health through educational and personalised approaches. Through this year-long collaboration, Surihani will be sharing with Malaysians personal tips and insights on how to attain healthy skin with Cetaphil products.

In a statement to A+M then, the company's spokesperson said it chose Surihani to be its brand advocate because she embodies the same beliefs and personality as the brand. The partnership aims to target women aged between 20 to 34 years old, followed by women 35 years old and above. 

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