CeraVe’s New Campaign Uses Soap Opera Spoof to Educate Gen Z on Skincare
Cleopatra Had Donkey Milk Baths, But What About You? CeraVe's New Campaign Gets Dramatic About Facial Cleansing
5 min readHighlights
- Soap Opera Spoof: CeraVe’s campaign uses hilarious soap opera parodies to grab Gen Z’s attention.
- Gen Z Focus: Lighthearted humor and a touch of nostalgia target Gen Z with this campaign.
- Derm-Approved Education: Funny videos deliver a serious message: clean your face right, with the help of dermatologists.
CeraVe’s Dramatic Take on Skincare Education
CeraVe is no stranger to creative marketing. Their “Michael CeraVe” ad that aired during the Super Bowl earlier this year is a testament to their commitment to humor and audience engagement. This latest campaign builds on that success, taking a unique approach to skincare education.
The centerpiece of the campaign is a two-minute video titled “Cleanse Like a Derm.” The video stars actress Xochitl Gomez as Xochitl Cleansington, a wealthy heiress whose world crumbles when she discovers her family’s entire stash of CeraVe cleanser has vanished. As the drama unfolds, we learn that Xochitl’s parents have resorted to desperate measures – using bar soap and even sleeping in their makeup! The ultimate twist comes when the culprit is revealed: the evil twin of the family’s trusted dermatologist, played by dermatologist and social media influencer Dr. Dustin Portela.
But “Cleanse Like a Derm” is more than just laughs. The video cleverly weaves in the importance of using a gentle, dermatologist-recommended cleanser for proper facial hygiene.
Beyond the Video: A Multi-Faceted Campaign for Skin Health
The “Cleanse Like a Derm” video is just one piece of CeraVe’s comprehensive campaign. The brand has also enlisted a team of 30 social media influencers who will create content that reinforces the message of using appropriate facial cleansers. These influencers will leverage their platforms to share their skincare routines, answer audience questions, and promote the benefits of CeraVe products.
CeraVe is also taking their message on the road with a mobile tour that will visit New York, Chicago, Nashville, and Atlanta. The tour will offer attendees a fun and interactive experience, with games, photo opportunities, and most importantly, access to expert advice from dermatologists Dr. Kunal Malik and Dr. Maren Locke. The mobile tour will also provide free samples and other CeraVe goodies, making it a can’t-miss event for skincare enthusiasts.
Credit: CeraVe Skincare
CeraVe’s commitment to education and engagement is evident in this multifaceted campaign.
By combining humor, nostalgia, and expert advice, CeraVe is poised to not only entertain Gen Z consumers but also empower them to make informed decisions about their skincare routine. So, ditch the bar soap and the makeup mistakes – with CeraVe’s “Cleanse Like a Derm” campaign, achieving healthy, glowing skin can be both effective and entertaining.
Why the Soap Opera Spoof? Targeting Gen Z with Nostalgia and Humor
CeraVe’s decision to leverage soap opera tropes in their campaign might seem like an unexpected choice. However, there’s a clever strategy behind the seemingly outlandish concept. Soap operas, despite declining viewership in recent decades, have experienced a resurgence in popularity among Gen Z audiences. Platforms like TikTok are filled with nostalgic content referencing classic soap opera storylines and characters.
This trend taps into a broader cultural phenomenon – “retromania,” the fascination with past cultural trends. By incorporating soap opera elements, CeraVe is essentially speaking Gen Z’s language. The campaign’s humor further enhances its appeal. Gen Z is known for its appreciation of irony and self-aware humor. The over-the-top drama and melodramatic acting in the “Cleanse Like a Derm” video perfectly capture this comedic sensibility.
CeraVe understands that simply throwing information at consumers isn’t enough. Entertainment and relatability are crucial for effective communication with Gen Z. The soap opera spoof allows CeraVe to deliver their message in a way that’s both informative and engaging.
Beyond Entertainment: The Science Behind Clean Cleansing
While the “Cleanse Like a Derm” campaign is undeniably entertaining, it’s important to remember that there’s a serious message at its core. CeraVe’s research, which revealed that a significant portion of consumers (43% according to the brand) use traditional bar soap for facial cleansing, highlights a critical knowledge gap regarding proper skin care practices. Bar soap can be harsh and stripping on the face, potentially disrupting the skin’s natural moisture barrier and leading to dryness, irritation, and even breakouts.
CeraVe’s campaign aims to bridge this gap by promoting the use of gentle, dermatologist-recommended cleansers formulated specifically for facial skin. These cleansers typically contain ingredients like ceramides, hyaluronic acid, and niacinamide, which help to cleanse the skin without disrupting its delicate balance.
The campaign also features collaborations with real dermatologists like Dr. Dustin Portela and Dr. Kunal Malik. These partnerships lend credibility to CeraVe’s message and provide consumers with access to expert advice.
The Mobile Tour: Bringing Skincare Education to Life
The “Cleanse Like a Derm” campaign extends beyond the digital realm with a mobile tour that promises to be a fun and informative experience for skincare enthusiasts. The tour, visiting major cities like New York and Chicago, will offer attendees the chance to:
- Engage in interactive games: These games will likely be designed to test attendees’ knowledge of skincare basics and provide them with an opportunity to learn about the benefits of proper cleansing routines.
- Snap fun photos: The tour will likely feature designated photo booths or backdrops where attendees can capture memories of their experience and share them on social media.
- Seek expert advice: Dermatologists Dr. Kunal Malik and Dr. Maren Locke will be available to answer questions and provide personalized skincare advice. This direct interaction with healthcare professionals is invaluable for consumers seeking guidance on building an effective skincare routine.
- Score free samples and swag: Let’s face it, who doesn’t love free stuff? The mobile tour will likely offer attendees the chance to try out CeraVe products and take home some branded merchandise.
The mobile tour provides a valuable opportunity for CeraVe to connect with consumers on a personal level and further solidify their position as a trusted source of skincare education.
The Takeaway: A Campaign with Lasting Impact
CeraVe’s “Cleanse Like a Derm” campaign is a prime example of creative marketing that effectively combines entertainment, education, and audience engagement. By leveraging nostalgia, humor, and expert partnerships, CeraVe is poised to achieve multiple goals:
- Educate Gen Z consumers about the importance of proper facial cleansing routines.
- Promote the benefits of CeraVe products as a solution for achieving healthy, glowing skin.
- Solidify brand loyalty among Gen Z consumers who appreciate CeraVe’s commitment to humor, education, and audience interaction.
The campaign’s multi-faceted approach, encompassing a viral video, social media influencer partnerships, and a mobile tour, ensures that the message reaches a broad audience. Whether you’re a skincare enthusiast or simply looking for a good laugh, CeraVe’s “Cleanse Like a Derm” campaign is worth checking out. After all, who knew learning about facial cleansing could be so entertaining?
Sources:
- https://www.marketingdive.com/news/cerave-soap-operas-genre-spoof-campaign-influencer-marketing/721081/
- https://www.adweek.com/brand-marketing/cerave-made-a-soap-opera-to-educate-gen-z-about-drama-free-skincare-habits/
- https://www.mmm-online.com/home/channel/campaigns/cerave-spoofs-soap-opera-in-latest-campaign/
- https://www.glossy.co/pop/cerave-leans-into-edutainment-with-new-soap-opera-campaign/
