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CeraVe - SkinCollege
Project type
Annual Strategy
Date
Jan 25
Product:
CeraVe – The #1 Gen Z Skincare Brand.
Objective:
Bridge the gap between CeraVe and Gen Z by speaking their language—guiding, educating, and addressing their biggest skincare struggles in a way that feels relatable, not preachy.
Strategy:
Introducing The Skin College—a cross-platform campaign starring four leading content creators who own the Gen Z space. This year-long activation isn’t just about skincare; it’s about social dynamics, humor, and the ultimate college experience—reimagined through a skincare lens. Think nostalgic American college vibes, iconic stereotypes, and hilarious skincare-related tropes, all wrapped into content that hits Gen Z right where they live.
Campaign Journey:
A mix of high-production storytelling + mobile-first UGC, blending branded content with authentic creator narratives. The campaign lets each star shine individually while also building a group dynamic, creating a cross-channel influencer squad that amplifies the message and strengthens community engagement.
Platforms:
TikTok & Instagram – Viral short-form content & creator collabs
YouTube – Episodic storytelling & deep dives
Publishers & PR – Driving credibility and cultural relevance
