CeraVe's Social Media Strategy Goes IRL In Big Easy


A float featuring a very large bottle of CeraVe Facial Moisturizing Lotion with SPF 30, and a challenge to “Wear SPF Daily,” would never ride in a New Orleans Mardi Gras parade.

But with the American Academy of Dermatology Conference in town, allowing CeraVe to bring its marketing mix of social media-savvy dermatologists and other influencers together in real life, the L'Oréal Group brand recently staged its own French Quarter parade.

In addition to “over 50 of social media’s most-followed dermatologists,” the parade featured TikTok star Avani Gregg and popular Instagrammers Dude with Sign and Dudette with Sign, all carrying signs, of course -- with such wording as “SPF Is Your Skin’s Best Friend” and “People Need To Listen To Dermatologists.”

The latest social media campaign followed previous hashtags #CleanseLikeaDerm and #MoisturizeLikeaDerm with an SPF-themed effort debuted #FaceItLikeaDerm and #21DaysofSPF.



The latter’s rationale, CeraVe says, is that using anything for 21 straight days can help form a new habit. The brand’s goal is for people to use sunscreen every day.

Why? According to the American Academy of Dermatology, exposure to UV rays is the most preventable risk factor for skin cancer, CeraVe noted.

Separately during the convention, CeraVe succeeded in getting 625 dermatologists to apply CeraVe Moisturing Cream one after another, in an attempt to set the Guinness Record for“the longest video chain of people applying body moisturizer.”

It wasn’t a hard record to achieve, since the official Guinness site has shown no previous record holder in the category.

In keeping with #21DaysofSPF, though, CeraVe might next want to top the Guinness Record for “largest online video album of people applying sun cream or sunscreen,” set a year ago by India’s Sun Pharma, with 5,102 participants.

Or maybe the Guinness Record for “most people applying moisturizer or serum simultaneously”: 258, set this past December by P&G Middle East and retailer Lulu Oman.


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