Glossy Pop Newsletter: An exclusive inside look at CeraVe’s viral Michael Cera campaign

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On January 22, the influencer Haley Kalil (@haleyybaylee, 8.4 million TikTok followers) posted a video. In it, she goes to a local Brooklyn pharmacy, only to discover the actor Michael Cera quietly signing bottles of one of CeraVe’s hero products: its Daily Moisturizing Lotion. “Hi. … That’s a lovely cream,” he says to Kalil, pointing to the shelf of CeraVe products before walking out of the store. In the aftermath, viewers flocked to the pharmacy, Euro Chemist, to try to catch Michael in the act or get their hands on a signed bottle, according to a CeraVe representative. Some called the pharmacy asking for employees to hold bottles for them, even offering upward of $200 for one. With 1 million views, that post kicked off a 360-degree marketing campaign that will culminate with a Super Bowl ad on Sunday night.

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