THE WHAT? Galderma’s Cetaphil brand has launched a campaign designed to encourage men to embrace a skin care routine. The derma skin care line’s Made For Phil campaign features two videos made for social media designed to shift the dialogue on male skin care.

THE DETAILS The videos, Ceta Six Pack and CetaGrill, insert skin care into everyday male scenarios to show that skin care should never be kept secret, after research conducted by /prompt revealed that as men’s skin care usage grows, so does their desire to keep it to themselves.

THE WHY? Tara Loftis, Global President of Skin Care, Galderma, reveals, “There is a palpable surge in men’s interest in skin care and we are excited to be a part of it. Inspired by a recent organic shoutout from football rookie Xavier Legette, coupled with our brand’s natural affinity with men, we launched this campaign to foster a culture where skin care is openly embraced as part of everyday life. We are also incredibly excited that Xavier Legette will be taking part in this campaign.”