Watch: How Cetaphil and American Express find creative ideas in viral trends

Cetaphil was in the middle of planning its marketing strategy for reaching men when inspiration basically fell in the brand’s lap last month, according to Tara Loftis, global president of skincare at Galderma and global head of Cetaphil. NFL rookie Xavier Legette went viral in a prank video in which he said Cetaphil is the entirety of his skincare regimen, and it became a no-brainer to partner with the wide receiver, Loftis said.