CeraVe's Cleanse Like A Derm Teaches Proper Cleansing Habits
Laura McQuarrie — July 16, 2024 — Marketing
CeraVe's Cleanse Like A Derm takes a page from daytime television dramas to share how consumers can embrace better cleansing habits to support the health of their skin. The dermatologist-recommended skincare brand created this soap opera-inspired spot to educate consumers and specifically speak to the 43% of consumers reporting they rely on soap for facial cleansing.
Spotlighting the brand's derm-developed Hydrating Facial Cleanser, Cleanse Like A Derm introduces the benefits of skin-identical ceramides and MVE technology to soothe and support the skin barrier.
This dramatic skincare story features Xochitl Gomez, known as America Chavez in Doctor Strange in the Multiverse of Madness and Dr. Dustin Portela, a board-certified dermatologist and social media influencer. As the story unfolds, viewers discover what happens when a CeraVe cleanser is swapped for bar soap by a fake dermatologist.
Spotlighting the brand's derm-developed Hydrating Facial Cleanser, Cleanse Like A Derm introduces the benefits of skin-identical ceramides and MVE technology to soothe and support the skin barrier.
This dramatic skincare story features Xochitl Gomez, known as America Chavez in Doctor Strange in the Multiverse of Madness and Dr. Dustin Portela, a board-certified dermatologist and social media influencer. As the story unfolds, viewers discover what happens when a CeraVe cleanser is swapped for bar soap by a fake dermatologist.
Trend Themes
1. Dramatized-skincare Campaigns - Brands leveraging entertaining and narrative-driven formats to deliver educational content about skincare regimes.
2. Soap Opera-inspired Advertising - Utilizing the familiar format of soap operas to engage and inform target audiences about specific product benefits.
3. Celebrity Endorsement Storylines - Integrating well-known personalities within brand narratives to enhance credibility and viewer engagement.
Industry Implications
1. Skincare - Evolving marketing strategies in the skincare industry to include more engaging and informative content through dramatic storytelling.
2. Television-style Advertising - Innovative advertising tactics replicating popular TV formats to captivate consumers and convey product advantages effectively.
3. Influencer Marketing - Harnessing the reach and influence of social media personalities and actors to boost brand awareness and credibility.
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