“For each of our tentpole campaigns we bring together the internet’s favorite dermatologists and Zach King, one of the world’s top creators, to create magical videos that delight consumers,” said Adam Kornblum, global senior VP and head of digital marketing for CeraVe. “We also lean into dermatology conferences by turning them into content factories.”
CeraVe ranked as L’Oréal’s second-most advertised brand in the U.S. in 2022, behind flagship L’Oréal Paris, according to measured-media spending data from Vivvix, including paid social data from Pathmatics, reported in Ad Age Leading National Advertisers 2023. U.S. measured-media spending on CeraVe surged 44% to $117 million in 2022.
The brand also spent more than $50 million on TV the year ended June 18, according to iSpot.tv, more than triple the $14 million spent five years earlier.
Tom Allison, co-founder of CeraVe, who stayed with the brand following its 2017 acquisition by L’Oréal and is now senior VP of global professional marketing, credits “a combination of factors” for the brand's success. But wherever it plays, he said CeraVe marketing is always about its roots in dermatology and ceramides, the active skin-restoring and protecting ingredient in all products.
And that message keeps getting through.