The Daytime Television
Inspired Campaign Aims to Educate Consumers on Proper
Cleansing Habits with CeraVe's Dermatologist-Recommended
Products
NEW
YORK, July 15, 2024 /CNW/ -- Secrets and
ceramides and double-crossing dermatologists, oh
my! CeraVe, the #1 dermatologist-recommended
skincare brand in the US, is back with its latest campaign,
"Cleanse Like a Derm, - a CeraVe Soap Opera" a soap opera
inspired drama aimed at teaching consumers proper cleansing habits.
Inspired by nostalgic daytime television and a staggering statistic
[43% of consumers reporting they rely on soap for facial
cleansing1], the brand's first-ever soap opera aims to
educate consumers on the importance of proper cleansing in skincare
routines and debunk common cleansing misconceptions. Because
while soap operas are dramatic, cleansers don't have to be with
CeraVe's Hydrating Facial Cleanser. Developed with
dermatologists, the cleanser uses three skin-identical
ceramides 1, 3, and 6-II as well as MVE technology to
cleanse and maintain the skin barrier.
The dramatic soap opera features Xochitl
Gomez, known for her role as America
Chavez in "Doctor Strange in the Multiverse of Madness" and
as the most recent winner of "Dancing with the Stars." It also
stars Dr. Dustin Portela, a
board-certified dermatologist and popular social media influencer,
and is directed by Milana Vayntrub,
widely recognized for her roles in "This Is Us" and AT&T
commercials. Filled with all the classic soap opera clichés, the
film sees Gomez starring as Xochitl Cleansington, caught in a
whirlwind of drama when her beloved CeraVe cleanser is swapped for
dreaded bar soap by a fake dermatologist. In a twist, her trusted
dermatologist steps in to save the day, only to face off against
his own evil twin in a battle to protect everyone's precious
skincare routines.
Developed in response to the brand's startling study revealing
that 77% of consumers have cleansing habits that would not please a
dermatologist2, and the resurgence of soap operas,
particularly among Gen Z and Y audiences, "Cleanse Like a Derm"
combines nostalgia with education to highlight ideal cleansing
practices. The film addresses common bad skincare habits, such as
using the wrong soap and sleeping with makeup on, working to debunk
these misconceptions and promote proper skincare routines.
Cleansing like a dermatologist is crucial, and CeraVe makes it
easy by offering a complete line of dermatologist-developed
cleansers for every skin type formulated with three essential
ceramides to restore the skin barrier and lock in moisture while
keeping irritants out. The CeraVe Hydrating Facial Cleanser,
featuring hyaluronic acid, was designed to cleanse and refresh the
skin without over-stripping it or leaving it feeling tight and dry.
In a recent study, users saw a significant decrease in dryness,
with 84% reporting a reduction in the appearance of dry patches
immediately after one use and 95% noting a further reduction eight
hours later3.
In addition to the film, CeraVe partnered with 40 influencers to
create soap opera-worthy content showcasing bad cleansing habits
and the dramatic resolution of using CeraVe cleansers to fix them.
Furthermore, the brand worked with board-certified dermatologist
influencers to create reaction videos in which they debunked bad
cleansing habits and highlighted the benefits of the CeraVe
Hydrating Facial Cleanser.
"While soap operas are known for their dramatic flair, learning
that many consumers were using soap to wash their face emphasized
the need for some dermatologist skincare-expert education," said
Melanie Vidal, CeraVe Global General
Manager. "By partnering with talented individuals like
board-certified dermatologist Dr. Dustin
Portela and Xochitl Gomez, we
can effectively reach a Gen Z audience and teach them how to
cleanse like a dermatologist, all while maintaining the signature
CeraVe humor that resonates with our audience."
"As a dermatologist, my top cleansing rule, which my colleagues
also endorse, is to use a cleanser that both cleanses and hydrates
the skin," said Dr. Dustin Portela.
"CeraVe's Hydrating Facial Cleanser does just that and I'm thrilled
that the brand is shedding light on this crucial topic in such a
creative way. Playing the role of the dermatologist who helps save
the day was an incredible experience and I hope it inspires people
to cleanse their skin like a dermatologist."
The "Cleanse Like a Derm" soap opera will premiere on
July 15th, as well as across social,
digital, and streaming platforms. To check out the soap opera and
learn more, visit the campaign microsite
cerave.com/cleanse-like-a-derm. For more skincare tips and product
information, visit CeraVe at www.cerave.com and on Facebook,
Instagram and Twitter.
About CeraVe
Founded in 2005 with a mission to provide
therapeutic skincare for all, CeraVe creates products developed
with dermatologists to restore and maintain the skin's natural
barrier. All CeraVe formulas are enriched with three skin-identical
ceramides (ceramides 1, 3, and 6-II), with select products
featuring MVE Technology for controlled, long-lasting hydration.
CeraVe is the #1 dermatologist-recommended skincare brand in the
US* and is now available in over 60 countries worldwide. Find
CeraVe on Facebook (@ceraveusa), Instagram (@cerave), TikTok
(@cerave), X (@cerave), or visit www.cerave.com.
CONTACT:
Christine
Alkhawam
CeraVe
christine.alkhawam@loreal.com
Stefanie Schmit
Ogilvy PR
Stefanie.Schmit@ogilvy.com
1 CeraVe IPSOS Global Cleansing Study, 2021
2 CeraVe IPSOS Global Cleansing Study, 2021
3 Data on File. L'Oréal.
*IQVIA, ProVoice Survey of 1,000 US Dermatologists, May 2022
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SOURCE CeraVe