CeraVe leans into ‘edutainment’ with new ‘soap opera’ campaign

On the heels of its award-winning Michael CeraVe campaign, L’Oréal-owned CeraVe is continuing to lean into content it deems “edutainment,” said Kelly Buchanan Spillers, global head of digital and social at CeraVe.

On Monday, the brand launched a new campaign, “Cleanse Like a Derm – a CeraVe Soap Opera.” It stars the actor Xochitl Gomez, who starred in the 2022 Marvel movie “Doctor Strange in the Multiverse of Madness” and was the winner of Season 32 of “Dancing with the Stars.” The campaign also features “derminfluencer” Dr. Dustin Portela, who has 558,000 followers on Instagram and 2.4 million on TikTok. CeraVe reached $1 billion in sales in 2021.

The campaign’s rollout will follow the brand’s go-to playbook, which includes creating story-based content and asking content creators to iterate on it on social media. “We’re continuing on a tradition of telling really great stories, while simultaneously educating consumers on how to take better care of their skin,” said Buchanan Spillers. She noted that, via third-party research, CeraVe found that 43% of consumers cleanse their faces with hand soap, rather than a designated facial cleanser. In addition, it found that 71% do not seek out cleansers with ingredients that help repair the skin barrier. The campaign’s film focuses on CeraVe’s bestseller, its Hydrating Facial Cleanser.

Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.