Science is our only differentiator, says Viju Nair of Galderma

The 2025 edition of e4m Health and Wellness Marketing Conference witnessed a talk by Viju Nair, Business Unit Director, Galderma, who shed light on how brands can champion credibility through science

by e4m Staff
Published: Jul 26, 2025 2:18 PM | 3 min read

2025 edition of e4m Health and Wellness Marketing Conference, Viju Nair

At the 2025 edition of the e4m Health and Wellness Marketing Conference, Viju Nair, Business Unit Director at Galderma, took the spotlight to walk the audience through a deeply integrated approach to building purpose-driven brands in the dermatology space, brands that not only connect with communities and drive value, but also champion credibility through science.

“Skin is the only game we play,” Nair stated, describing how Galderma’s global focus lies solely in dermatology. With three verticals, injectable aesthetics, dermatological skincare (with Cetaphil at the core), and therapeutic dermatology, Galderma has developed a tightly focused ecosystem that touches every stage of skin health, from the dermatologist’s clinic to pharmacy shelves and digital storefronts.

Highlighting Cetaphil’s legacy, Nair called it one of the most researched skincare brands with over 850 clinical studies. Despite its 70-year-old heritage, Cetaphil’s communication strategy is anything but dated. Galderma follows a consistent three-pronged approach, targeting healthcare professionals (HCPs), consumers, and e-commerce, ensuring each pillar complements the other.

Unlike many brands that reduce HCP investments once they enter the consumer space, Galderma has expanded its field reach. “We meet 11,000 dermatologists monthly,” Nair emphasized, noting that these connections go beyond sales, into therapy-shaping and co-creating content that adds clinical credibility. Dermatologists aren't just endorsers; they’re educators, helping creators and consumers alike understand the science behind skincare.

On the consumer front, Galderma employs a translational strategy, converting complex dermatological science into easy-to-digest messages. This includes celebrity-led campaigns, Rashmika Mandanna fronts Cetaphil’s BHR range, while Kareena Kapoor Khan endorses Cetaphil Baby. Nair cited collaborations with creators like Raj Samani to further educate audiences with authenticity and simplicity, without dumbing down the science.

E-commerce is the brand’s fastest-growing channel, and Galderma takes a similarly thorough approach here. From optimised E+ content on platforms like Nykaa, Amazon, and Flipkart to offline activations like Flipkart’s Glam event, Galderma blends education and engagement. Events often include dedicated ‘Derm Zones’ where influencers consult with dermatologists before creating content, ensuring scientific credibility remains intact throughout the influencer funnel.

Nair closed his session with a glimpse into Galderma’s annual Pink SAM (Skin Awareness Month) campaign, anchored by Cetaphil BHR. Featuring over 100 influencers, the event also hosted Rashmika Mandanna and two dermatologists on stage to reinforce the brand’s core promise: choosing the bright side, backed by science.

“Don’t associate this presentation with my face,” Nair joked. “There’s a team that works tirelessly behind the scenes. Science is our only differentiator, and it’s what drives every connection we build.”