CeraVe’s soap opera-inspired campaign stars actress Xochitl Gomez
CeraVe is rolling out a new campaign inspired by all the theatrics of a classic soap opera.
The “Cleanse Like a Derm—a CeraVe Soap Opera” initiative video, which features actress Xochitl Gomez from Marvel’s “Doctor Strange in the Multiverse of Madness,” looks to teach consumers about proper cleansing habits.
Also featuring Dr. Dustin Portela, a board-certified dermatologist and social media influencer, the campaign video was directed by Milana Vayntrub, widely recognized for her roles in "This Is Us" and AT&T commercials.
Touching on such topics as the importance of cleansing when it comes to an overall skin care routine, the campaign also looks to debunk common misconceptions.
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In addition to the film, CeraVe partnered with 40 influencers to create soap opera-worthy content showcasing bad cleansing habits and the dramatic resolution of using CeraVe cleansers to fix them.
"While soap operas are known for their dramatic flair, learning that many consumers were using soap to wash their face emphasized the need for some dermatologist skincare-expert education," said Melanie Vidal, CeraVe global general manager. "By partnering with talented individuals like board-certified dermatologist Dr. Dustin Portela and Xochitl Gomez, we can effectively reach a Gen Z audience and teach them how to cleanse like a dermatologist, all while maintaining the signature CeraVe humor that resonates with our audience."
