In a competitive personal care market where marketing narratives often veer toward glamour and celebrity influence, Galderma—the global company specializing in dermatology—has taken a quieter, more calculated route. Through a recent on-ground activation spanning IIM Lucknow, IIM Kozhikode, and IIFT Delhi, the company is signalling its intent to not just sell skincare products, but to shape the skincare mindset of India’s next generation of leaders.
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Targeting over 3,000 students across these campuses, the activation was designed not merely as a product sampling exercise but as a comprehensive education and engagement campaign. Built around themes of skin health and personalized skin care the initiative sought to introduce young adults to skincare routine.
Why India’s B-Schools?
MBA students represent an influential cohort—young, urban, high-potential professionals who will soon be making decisions not just for themselves, but for households, teams, and businesses. As future opinion leaders, their brand affinities are valuable currency.
“Reaching this audience isn't about immediate sales—it’s about trust-building,” said a senior marketing executive familiar with the campaign. “If you can be the brand they associate with credibility today, you're more likely to be the brand they recommend, advocate for, or turn to tomorrow.”
A Day-Long Experience, Rooted in Science
The campaign was structured as a full-day campus installation divided into four distinct zones:
CTMP Zone (Cleanse, Tone, Moisturise, Protect): A product discovery space centered on Cetaphil, the company’s flagship brand known for its sensitive skincare range. Students learned about formulation science, correct usage, and how pollution and lifestyle factors affect skin health.
Acne & Hyperpigmentation Zone: Spotlighting Benzac’s Power Patches, known for visible results within six hours, and Biluma’s Clarifying and Radiance Serums, the zone addressed two of the most relevant concerns among younger consumers.
Engagement Zone: A personalization station offering charm/keychain creation served as both an icebreaker and a keepsake—subtly extending the brand interaction.
All participating students received curated hampers tailored to their concerns, ensuring post-event trial—a critical component of behavior change in personal care.
What Galderma Gets Right
This activation marks a strategic shift in how personal care brands are choosing to engage with consumers. Instead of digital-first launches or mass-market advertising, Galderma has invested in hyper-targeted, experience-led outreach.
The decision to pair skin care education with personalization, , speaks to a brand willing to play the long game—emphasizing trust and product literacy in a space often dominated by trends, influencers, and impulse purchases.
It’s also a bet on slow influence: by entering the conversation in high-trust environments like campuses, the brand positions itself not just as a product provider, but as a long-term skincare partner.
A Subtle Yet Effective Social Play
Though rooted in the physical world, the campaign wasn’t devoid of digital engagement . Students participated in rapid-fire quizzes, and posted their experiences in real-time. However, the campaign resisted the temptation to over-engineer virality, choosing instead to let genuine engagement fuel word-of-mouth.
This hybrid approach—offline depth with online authenticity—is increasingly being adopted by brands targeting skeptical, information-savvy Gen Z audiences who are quick to tune out commercial noise.
Lessons for the Category
In the broader context of India’s $20+ billion personal care market, Galderma’s approach serves as a reminder that differentiation doesn’t always come from louder messaging, but from deeper relevance. As categories mature and consumers become more educated, marketing playbooks must evolve to prioritize expertise over exposure, and experience over visibility.
With skin health rising as a key wellness metric—alongside fitness, sleep, and nutrition—brands like Galderma that anchor their messaging in science, may be better positioned to lead the next phase of the market.
Looking Ahead
While the campaign’s immediate success may be difficult to measure through traditional ROI metrics, its brand equity gains are undeniable. The real win for Galderma lies in owning a credible space in young consumers’ minds—one rooted in care, consultation, and science.
As these students graduate into roles where they’ll influence brands, consumers, and communities, Galderma’s approach offers a compelling case study in what it means to market with patience, purpose, and precision.
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