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      The creative team behind skincare brand Cetaphil’s Super Bowl campaign has rolled out its latest sports-related ad, which encourages younger men to cleanse, exfoliate and moisturize.
      




      Lippe Taylor collaborated with Cetaphil on the campaign, the centerpiece of which is a 40-second TV commercial, The Ceta Six-Pack. In it, a group of friends sit down to watch a game — but armed with a six-pack of skincare products instead of beer.
      




      


      




      Another campaign spot features men in the backyard grilling meat while rubbing Cetaphil moisturizer on their face. “Men being men. Dads doing their thing,” the video’s narrator intones. “Grilling, laughing, moisturizing.”
      




        
       
       
       
       
       
       
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      The campaign also includes social media efforts and partnerships with male influencers. Among the participants: NFL rookie Xavier Legette, who has conducted man-on-the-street interviews about skincare routines on TikTok.
      




      

       
       @cetaphilusa 
      Xavier Legette: full-time skincare enthusiast, part-time football player #xetaphill #madeForPhil #dermatologistRecommended #cetaphil
       ♬ original sound – Cetaphil US 
       
       

      




      While skincare is immensely popular among women – and has been fueled in recent years on TikTok — men have become more interested in what Cetaphil dubs “self-care in secret.” According to Tara Loftis, global president of Cetaphil, Google searches for men’s skincare gift sets have more than doubled over the last five years.
      




      A recent YouGov survey found that the men’s self-care market has expanded beyond traditional grooming products, such as ones for shaving and hair care. More men are investing in moisturizer, anti-aging balms and even makeup.
      




      This is particularly pronounced among men between the ages of 18 and 34, who were 40% more likely to report using beauty products to make themselves feel and look better compared to men of all ages, according to YouGov.
      




      “There is a palpable surge in men’s interest in skincare and we are excited to be a part of it,” Loftis said in a statement. “We launched this campaign to foster a culture where skincare is openly embraced as part of everyday life.”
      




      Ceta Six-Pack builds upon Cetaphil’s Super Bowl ad campaign, Game Time Glow. That effort focused on father/daughter relationships and suggested that skincare routines can help dads bond with their kids.