CeraVe has placed its hydrating facial cleanser in the spotlight through a new campaign ‘Cleanse Like a Derm’, with a soap opera theme featuring actress Xochitl Gomez. The ad also stars board-certified dermatologist and popular social media influencer Dr Dustin Portela.
It shows Gomez expressing shock and dismay when her CeraVe cleanser is swapped for a dreaded bar soap by a fake dermatologist. Portela, her trusted dermatologist, then steps in only to battle with his evil twin, to save everyone’s precious skincare routine.
CeraVe came up with this latest ad following a study that revealed that 77 percent of consumers have cleansing habits that would be recommended by a dermatologist, and Gen Z’s love for soap opera.
Melanie Vidal, CeraVe’s Global General Manager, said soap operas are regarded for their dramatic flair and learning that many consumers were using soap to wash their face emphasized the need for some dermatologist skincare-expert education. “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.”
Portela shared his top cleansing rule – use a cleanser that both cleanses and hydrates the skin. “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,” he said. “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.”
Moreover, 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. The brand also worked with board-certified dermatologist influencers to create reaction videos in which they debunked bad cleansing habits and highlighted the benefits of CeraVe Hydrating Facial Cleanser.
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