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The tour comes on the heels of the brand’s new satirical video, “CeraVe Soap Opera,” which encourages a drama-free skincare routine.
August 21, 2024
By: Lianna Albrizio
Associate Editor
Drama travels quickly. And skincare brand CeraVe is making its way around the US to show consumers what no-fuss skincare routines look like using its products.
Actress Xochitl Gomez and board-certified dermatologist Dr. Dustin Portela pulled up to New York City’s Hudson Yards during National Cleanse Your Skin Week (Aug. 1-7) to kick off CeraVe’s Drama Free Cleansing Tour. The daylong event drew nearly 2,000 consumers who got to test out and keep CeraVe products, chat with Drs. Kunal Malik and Shari Marchbein and participate in cleanser-inspired interactive games with a chance to win prizes.
The brand also invited local content creators.
“By pairing talent with board-certified dermatologists, we are helping to make skincare education more relatable and more accessible to consumers,” Penelope Giraud, CeraVe general manager, told HAPPI in an exclusive interview.
The tour comes on the heels of a new satirical YouTube video the brand disseminated called “CeraVe Soap Opera.”
CeraVe hopes the video clears up misconceptions about proper facial cleansing.
“Poor cleansing habits are more common than you think,” said Giraud. “Forty-three percent of consumers use soap to wash their face, instead of a recommended facial cleanser, and only four in 10 individuals actually take the time to evaluate if a product is designed for their skin type. There are also many cleansing myths that, while common, are simply not true – like thinking the stronger the scrub, the better the clean, or that washing with hot water gives a more effective clean.”
CeraVe’s cleansers are formulated with essential ceramides and designed for the three basic skin types: normal to dry, oily and combination. More on these here.
The CeraVe Soap Opera isn’t the brand’s first brush with humor as a selling point. Earlier this year, it recruited actor Michael Cera to promote its products during the brand’s first Super Bowl LVIII commercial. It caused a frenzy among consumers.
CeraVe’s mobile trailer will also make stops in Chicago, Nashville and Atlanta this month.
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