Best Consumer Goods Online Newsletter Campaign

The Cetaphil Skin Care Club® is a community dedicated to the search for healthy skin. It's Skin Care Central, a resource to educate, empower and encourage life-long healthy habits. Members get exclusive access to expertise, offers and inside information to the lastest in skin care. The Club's audience of 245,000+ web-connected members receive regular communications that are completely customized by age, gender, lifestyle health conditions and geography--variables that directly impact skin--so each member receives the most pertinent and applicable info possible. These e-communications cater to six target personas: Teen/Emerging Adults: age 13-24, Female, HHI: $55,449.05 All The Right Moves: age 13-24, Male, HHI: $55,990.54 Taking Control: 25-49, Female, HHI: $59,814.66 Juggling Life: 25-49, Females, with kids, HHI: $59,581.59 Golden Age: 50+, Female, HHI: $59,387.85 Men: 25+, HHI: $61,729.64 Diversity: 25-49, Female, with/without kids, HHI: $49,092.44 Overall: HHI-$58,638.23 However, our main market lies with the women age 35-55. Whether they're a single working woman, a toddler's crazy-busy mom or a teenage boy struggling with acne, the Skin Care Club has seasonal tips and advice for all. The geographic, demographic and psychographic range of members translates into as many as 150 variable components per email; a panel of leading dermatologists drives related content. As a supplement to the Cetaphil® Skin Care Club, the Cetaphil® Kids Care Corner is focused on kids, and is for caregivers who want to help their children's skin stay healthy and strong. The Cetaphil® Kids Care Club provides all the essentials, including pediatric-skin insights, exclusive specials and solid solutions to the most pressing concerns--from diaper rash and eczema to allergies and acne.

Contributors:

President:	John Gardner
Account Supervisor:	Andrea Chaney

INTEGRATIVE LOGIC

Location: USA