Henkel's All Looks to Spark Fresh Dialogue on Skin, Laundry Connection
Henkel is evolving its social strategy to lean into a white space at the intersection of skincare and laundry care.
The company conducted consumer research that found 65% of consumers did not think skincare and laundry care were related, which reflects that only those with sensitive skin are likely making the connection, Julia Galotto, vice president of marketing at Henkel, told the Path to Purchase Institute.
“The connection between skincare and laundry care has really always been core to our brand because we are really advocates for those families who are looking for a solution for their sensitive skin,” she noted.
Marketing Strategy and Tactics
The research is serving as a foundation to educate consumers on the benefits of its dye- and fragrance-free All Free Clear laundry products, as well as inform Henkel’s social influencer strategies.
Henkel launched an All Free Clear campaign on June 1, National Skincare Education Day, that’s continuing through the year via in-store displays, billboards, retail media networks and an edutainment content series on Instagram and TikTok.
The social series includes derm influencers sharing skincare tips and routines and board-certified dermatologists, some of whom have 1 million-plus combined followers.
Henkel has long leveraged dermatologists in communicating the benefits of the product, Galotto said, but this takes it a step further by bringing them to the streets on Instagram and TikTok. There, the derm influencers talk to consumers about their skincare routines and whether they think skincare starts in the laundry room. (See one example below.)
“Sometimes we've used the derms as those authority figures who are just giving you straight advice. I think it was a really unique turn for us to have them in a more entertaining environment outside of their doctor's offices or outside,” said Galotto. “They're still wearing white coats, but they're out in the streets of New York City and [other] cities and really speaking one-on-one with consumers.”
The “derm on the street” is something likely Henkel will continue to do more of moving forward, she said.
Henkel brought on Dr. Lindsey Zubritsky as a chief dermatology officer last year, and she also appeared on "The Drew Barrymore Show" in June to educate about the connection between skincare and laundry care.
Galotto said Henkel will continue to look for new ways to drive the connection between skincare and laundry care through new activations, product innovation and partnerships.
