House of Marketers, a Global TikTok Marketing Agency, collaborated with Cetaphil to execute a high-impact creator activation for the brand’s Derm On Tour pop-up in New York City. Designed to educate consumers about sensitive-skin science through interactive experiences, the event became a major social media moment driven by real-time UGC, micro creator storytelling, and a two-day multi-platform amplification strategy.
The campaign produced 1.58M+ video views, 3.98M total impressions, 349 creator posts, 283 creators activated, and 100% positive sentiment. Most notably, the activation generated a 59% uplift in brand awareness, demonstrating the power of UGC in driving relevance among Gen Z and Millennial skincare consumers.
Here we break down the strategy, execution, and results that made the campaign a success.
The Campaign: Beauty Event Amplification
As skincare audiences become more selective and ingredient-savvy, traditional advertising often fails to create an emotional connection. Recognising this shift, Cetaphil partnered with House of Marketers to turn the Derm On Tour pop-up into a moment of shared discovery across TikTok and Instagram.
Rather than relying heavily on celebrity talent or long-form production, the strategy centred on authentic, on-the-ground content captured by real event attendees — reflecting how modern consumers prefer to learn about skincare products: through people they trust.
Creators documented every element of the pop-up, including:
- Dermatologist-led skin consultations
- Sensitive-skin education stations
- Product discovery booths
- Ingredient explainer moments
- Interactive science exhibits
- Exclusive event experiences in NYC
This “inside the event with me” style by creators resonated strongly with skincare communities, many of whom look for transparency, routine inspiration, and real-world demonstrations when evaluating products.
Read Cetaphil Influencer Campaign Case Study Here
A Two-Day High-Volume Posting Strategy
House of Marketers mobilised 283 creators across two days, generating continuous content waves that fed into TikTok’s and Instagram’s discovery systems.
Day 1: SEO-Focused TikTok Momentum
Creators received:
- A briefing on trending keywords
- Search-friendly caption structures
- Tips for leveraging TikTok’s native search bar prompts
- Guidance on audio use and pacing
This helped content surface under queries like “sensitive skin routine,” “skincare event NYC,” and “Cetaphil recommendations.”
Day 2: Aesthetic-Led Instagram Distribution
Creators leaned into:
- Visual storytelling
- Reels transitions
- Product textures
- Event aesthetics
- Behind-the-scenes vignettes
This balanced TikTok’s raw energy with Instagram’s premium beauty appeal.
Combined, both days delivered a sustained presence across feeds and recommended pages.
As the House of Marketers’ Team defines it:
“Derm On Tour is the perfect example of how real people can turn a brand moment into cultural momentum. Instead of relying on traditional ads, we empowered a community of emerging creators to document the experience in their own voice. The authenticity of that storytelling is why the campaign resonated so deeply — it’s what younger skincare consumers expect today.”
Campaign Outcomes in Detail
The partnership generated strong performance across every major metric:
- 1.58 million+ video views across TikTok and Instagram
- 3.98 million impressions, driving widespread visibility across beauty audiences
- 349 creator posts, including TikToks, Reels, and reposts
- 283 creators activated — one of HOM’s largest micro-creator event deployments
- 3.22% engagement rate, exceeding beauty CPG norms by 3×
- 59% lift in brand awareness, validated through post-campaign surveys
- 100% positive sentiment, with audience praise for event education, inclusivity, and fun
- Rapid content production, with high-performance posts going live within hours of filming
Creators consistently highlighted learning moments, skin consultations, and the science-first format, reinforcing Cetaphil’s positioning as a trusted sensitive-skin brand.
Read Cetaphil Influencer Campaign Case Study Here
Why It Matters for Beauty Brands
The success of Derm On Tour reflects a broader shift in beauty marketing:
- UGC is now a primary driver of discovery and trust
- Micro creators outperform macro talent in authenticity and engagement
- Real-time event coverage fuels algorithmic distribution
- Consumer education thrives when delivered by relatable voices
- TikTok SEO is becoming a critical traffic lever for skincare brands
According to House of Marketers, beauty brands that activate creators on the ground — rather than producing content after the event — consistently outperform benchmarks across reach, engagement, and sentiment.
What Comes Next
Following the positive reception of Derm On Tour NYC, House of Marketers continues to support beauty brands in building creator-first event campaigns across North America, EMEA, and APAC. The agency notes a growing interest in UGC-first experiential marketing, especially among brands investing in science-led storytelling and educational pop-ups.
About House of Marketers
House of Marketers is a global TikTok Marketing Agency founded by early TikTok employees and official TikTok Partners. Specialising in influencer strategy, creator-led campaigns, TikTok ads management, UGC production, and paid social amplification, HOM supports brands such as Red Bull, HelloFresh, Badoo, Playtika, and others in winning Gen Z and Millennial audiences across social platforms.
Learn more at houseofmarketers.com
Press Contact
House of Marketers Media Team
📧 newbusiness@houseofmarketers.com
📍 London, United Kingdom
House of Marketers (HOM) is a leading TikTok Marketing Agency. Our global agency was built by early TikTok Employees & TikTok Partners, which gives us the insider knowledge to help leading brands, like Redbull, Playtika, Badoo, and HelloFresh win on TikTok. Want us to convert more of Gen Z and Millennials with TikTok? Get in touch with our friendly team, here.