For CeraVe, the annual American Academy of Dermatology conference is more than just an opportunity to set up a booth or schmooze with dermatologists. Instead, the L’Oréal-owned skin care brand considers the event a “content factory”—a perfect setting to churn out social media videos with the dozens of dermatologists in attendance, said Adam Kornblum, senior VP of global digital marketing for CeraVe.
But these dermatologists aren’t just a gimmick or a set piece. In fact, the majority of the doctors starring in CeraVe’s videos moonlight as social-savvy influencers, from Daniel Sugai, a Seattle-based dermatologist with 1 million TikTok followers, to Muneeb Shah, also known as @DermDoctor, who has amassed 21 million followers across TikTok, YouTube and Instagram. With hundreds of people turning to these internet-famous dermatologists each day for skin care advice and product recommendations, CeraVe has increasingly oriented its social media strategy around this burgeoning influencer niche.