Case Study: CeraVe – Winning Gen Z with Education and Trust

Gen Z consumers value authenticity, transparency and education – especially in skincare. CeraVe tapped into this by leaning into its dermatologist-developed credentials and simple ingredient story.  In fact, TikTok posts tagged #CeraVe have racked up roughly 825 million views, far surpassing many luxe beauty brands.  This organic buzz drove real growth: by summer 2020 online searches for CeraVe jumped +359% (vs ~+38% for other skincare brands)stackinfluence.com.  In short, young audiences found CeraVe’s science-backed, affordable approach refreshing and worthy of trust.

CeraVe’s branding prominently states it was “developed with dermatologists,” alongside callouts of its key ingredients (three essential ceramides, hyaluronic acid, etc.). This science-first messaging – on packaging and in ads – signals expertise and transparency.  Young shoppers see that “experts helped make this,” which quickly builds trust. CeraVe’s own mission is “to provide accessible and effective skincare developed with dermatologists”, and its visuals reinforce that promise in every TikTok clip or Instagram post.

Education-First Content on Social

Rather than hard-selling, CeraVe’s social strategy is built on teaching first. Its TikTok and Instagram content is full of tutorials, myth-busting videos and ingredient explainers.  For example, CeraVe’s TikTok “feeds an education-first algorithm” by focusing on “education, skincare myth-busting, product features [and] dermatologist-led content”.  This aligns with the brand’s core purpose “to make dermatology accessible to all”.  CeraVe deliberately partnered with board-certified dermatologists and credible “skinfluencers” (like Dr. Dustin Portela) to give skin science a friendly voice. As CeraVe’s marketing lead explains, they aim to “capture consumers’ attention and give those educational messages to them” – essentially embedding useful tips in entertaining videos.

This “medutainment” approach resonates on TikTok.  Content that breaks down complicated routines (e.g. layering skincare steps) or ingredient science (why ceramides matter) performed strongly, fostering an emotional bond with Gen Z.  One analysis notes “educational tutorials became the brand’s hallmark,” helping users understand why CeraVe’s simple formulas work. By doing homework for viewers – explaining how hyaluronic acid holds moisture, for example – CeraVe positions itself as a trusted resource rather than just a product pusher.  In practice, this means short videos and livestreams often start with a dermatologist or creator answering a question (“Can you layer retinol?”) before ever mentioning CeraVe by name.

CeraVe also tailors content to how Gen Z seeks information. Its team runs awareness ads in passive media (TV, big events) using humor and entertainment to grab attention, but serves up detailed how-to content on active channels like TikTok where young people go searching for answers. As its global general manager noted, TikTok has “made skincare more accessible to a new generation around the world,” creating “a new ecosystem of dermatologists, creators, and curious consumers coming together”. In short, CeraVe’s content strategy is to teach, then sell – a lesson even newer brands can learn on social.

Influencer Partnerships & Brand Authenticity

CeraVe’s credibility also comes from who it works with. Instead of flashy celebs, the brand built long-term relationships with authentic users – from TikTok skincare gurus to everyday fans. Early on, viral advocates like Hyram (@skincarebyhyram) raved about CeraVe’s simple, affordable products, sparking a frenzy.  (His endorsement alone drove millions of dollars in earned media value.)  Importantly, these influencers weren’t paid actors but real devotees: Hyram and dermatologists like Dr. Andrea Suarez had been posting about CeraVe years before, so their praise felt genuine.

CeraVe’s playbook has been to amplify these authentic voices. For instance, a TikTok campaign combined expert guidance with relatable faces: creators like @SkincareByHyram, Dr. Muneeb Shah and @DermDoctor explained product benefits, while youthful influencers like Charli D’Amelio and Emily Mariko (in other campaigns) simply showed routines.  By doing so, the brand “gained credibility” and reinforced that its products are science-backed.  As CeraVe’s VP put it, they focus “always about working with authentic users and authentic patients,” creating “squads of influencers” so people can “recognize themselves in the [advocates] that we put forward”. This means blending niches – academic dermatologists to teenage skinfluencers – to reach different Gen Z “tribes” at once.

Diversity and inclusion are woven in, too. CeraVe’s social teams purposely work with creators of varied backgrounds, ages and skin types.  (For example, its TikTok For You Fest campaign featured creators like Chloe Hayden, Tas & Alesia and the Mesci Twins, alongside male and female dermatologists.) The message of “skincare for all” – echoed in their ads – felt authentic because the cast looked and sounded like everyday people.  And because transparency is key for Gen Z, CeraVe even invited its own employees and fans into the conversation. When its social media feeds reposted sincere user testimonials or hosted Q&As (no script, no glam), young consumers saw CeraVe as a community rather than a faceless corporation.

Notable Campaigns

• “Michael CeraVe” Prank (Super Bowl 2024):  CeraVe took a bold, humorous swing at high-impact advertising. Actor Michael Cera spent weeks selling the idea of a “Michael CeraVe” skincare line – only for a boardroom of dermatologists to crash the Super Bowl spot and announce the real slogan: “CeraVe is developed with dermatologists, not Michael Cera.”. This elaborate, 3-week influencer-led campaign (with viral derms and TikTok stars participating) entertained viewers while drilling in the brand’s expertise-first message. As the brand’s SVP explained: it needed “an unforgettable skincare education journey”. The stunt generated massive buzz and countless memes, proving that even a huge media buy can stay on-brand when it’s wrapped in authenticity and fun.
• Campus UGC Stunt (“Head of CeraVe”):  To cement grassroots appeal, CeraVe mobilized Gen Z on the ground. In early 2025, it staged a courtside dermatology cameo at a UConn basketball game (featuring stars like Paige Bueckers and Anthony Davis) and asked a group of 24 student TikTokers to film real-time reactions. The result: authentic, high-energy UGC content that got 74,000+ video views and a 7.6% engagement rate in days. By briefing everyday students (not polished influencers) to “blend the dermatologist footage with personal commentary,” CeraVe harnessed campus culture for contagious word-of-mouth. The lesson: even a legacy brand can feel young if it makes college kids the storytellers.
• Sponsored TikTok Events:  CeraVe also leaned into TikTok’s own fan culture. In Australia, it was the presenting partner of TikTok’s “For You Fest 2022,” integrating the brand across the livestream and on-site experience. That sponsorship drove enormous lift: a Kantar study found +19.4% brand affinity and +12.9% purchase intent among viewers. (Younger audiences “appreciated CeraVe’s efforts to break into TikTok and work with influencers,” the study noted.)  These results – and the 15+ million impressions and 13+ million video views generated by one TikTok launch campaign – show that blending cultural moments with educational content can drive real market gains.

Results and Impact

CeraVe’s integrated strategy – combining expert-led education with entertaining campaigns – has moved the needle.  Recent metrics make it clear:

• Huge Engagement: One TikTok campaign (Australia launch) delivered 15M+ impressions and 13M+ video views, with an 84% lift in ad recall and 29% lift in preference versus competitors.
• Double-Digit Brand Lift: An independent ad-effectiveness study of CeraVe’s TikTok sponsorship found +10.7% online ad awareness, +12.9% purchase intent, +13.4% recommendation, and +19.4% brand affinity (all vs. control). These significant gains were strongest among younger viewers.
• Influencer Buzz: In just one year (mid-2020 to mid-2021) CeraVe saw a 70% jump in earned media value from influencers, and the number of creators talking about the brand more than doubled. (Its biggest fans Hyram and Dr. Dray alone generated millions in value.)
• Market Growth: By 2020, CeraVe’s social success coincided with major business growth – the brand was doubling market share in key regions like North America and the UK.  In practice this meant sold-out products and record sales, driven largely by Gen Z demand.

These results underscore that Gen Z engagement can translate into real sales lifts.  CeraVe’s success is a reminder: Digital-first, education-focused marketing can build brand love, not just likes.

Key Takeaways for Marketers

• Teach, don’t just sell: Educational content is your most powerful trust-builder. CeraVe “teaches first, sells second,” simplifying complex skin science into bite-sized videos. Brands that reward audiences with genuine value (how-tos, myth-busters, skin tips) earn loyalty.
• Leverage credible voices: Partner with experts and true fans, not generic celebrities. Dermatologists, pharmacists or authentic users lend authority – and Gen Z respects that. CeraVe centered board-certified derms in its content, while also amplifying skinfluencers who already loved the brand. This dual approach signals both expertise and relatability.
• Empower community content: Encourage user-generated and micro-influencer content to spark organic momentum. The “Head of CeraVe” example shows how student ambassadors or niche creators can create shareable “campus moments” on TikTok. Give them a brief, but let them express the brand story in their own voice.
• Be authentic and inclusive: Gen Z scrutinizes authenticity. Showcase diversity in your ambassadors and be transparent about ingredients/claims. CeraVe’s messaging around affordability (“drugstore-quality”), wide skin suitability and its safe-for-all image resonated with values-driven young shoppers. Make sure your campaigns feel “of their world,” whether by reflecting diverse identities or speaking their language.
• Mix humor with purpose: Informing Gen Z can be fun. CeraVe’s “Michael CeraVe” campaign and viral spoofs proved that entertainment can carry an educational message. Don’t shy from playfulness – a well-timed joke or meme (tied back to your brand promise) can make your message stickier.
• Use a multi-channel approach: Reach Gen Z where they are: educational deep-dives on TikTok/YouTube, light touch on broader media. For example, CeraVe ran a high-profile Super Bowl ad to grab attention, but followed up with detailed TikTok content and influencer Q&As. As CeraVe’s marketing leader noted, big events needed to be an “education journey,” supported by social amplification.

By prioritizing value and authenticity over hard-selling, UK brands can similarly win young hearts. CeraVe’s playbook – expert advice, transparent science, and genuine community engagement – shows that credibility builds trust. For any skincare or wellness brand targeting Gen Z, the lesson is clear: empower and educate your audience first, and the loyalty (and sales) will follow

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