As Gen Z reshapes the retail experience with real-time, AI-powered decision-making, Cetaphil is evolving its digital strategy to meet them where they shop—literally. Speaking to Ad Age’s Garett Sloane, Tara Loftis, Global President of Skincare at Galderma and Global Head of Cetaphil, revealed how the brand is responding to a new consumer behavior:

“They’re asking ChatGPT for recommendations right there in the skincare aisle,” Loftis explained. “Not before they arrive—*once* they’re standing in Target, scanning shelves.”

This shift marks a turning point in product discovery, where answer engines now influence purchase decisions in real time. Cetaphil is recalibrating its online product copy and content architecture to ensure its offerings are AI-readable, context-rich, and instantly relevant—so when Gen Z asks, Cetaphil answers.