1 month ago
CeraVe is taking on the rise of tan culture and "tanmaxxing" with a new campaign starring Tyler Cameron, the Bachelorette alum and licensed contractor, and board-certified dermatologist Dr. Chloe Goodman.
In the L'Oréal brand's latest push, the pair pick up their toolbelts to renovate the backyard of the Tri Delta sorority house at Florida State University in Tallahassee, Florida, turning it into a sun-safe ***** e.
The renovation unfolds across a four-episode documentary-style series, launching on social platforms. In the opening episode, Cameron and Dr. Goodman demolish a tanning bed with sledgehammers.
In later episodes, they add features that promote sun protection: a pergola that converts an underused lawn into shaded social ***** e, landscaping for natural shade, and UV meters that alert students when rays peak and it's time to reapply SPF. CeraVe also installed dispensing stations for its new Invisible Mineral Sunscreen SPF 50, tying the campaign directly to its new product.
According to Jasteena Gill, svp of marketing at CeraVe US, consumer insight drove the concept. The campaign targets Gen Z's embrace of tanning and "tanmaxxing." Google Trends shows "tanning" searches at a five-year high, with "tanning oil" searches up 40%.
#cerave #cameron #tanmaxxing #space
In the L'Oréal brand's latest push, the pair pick up their toolbelts to renovate the backyard of the Tri Delta sorority house at Florida State University in Tallahassee, Florida, turning it into a sun-safe ***** e.
The renovation unfolds across a four-episode documentary-style series, launching on social platforms. In the opening episode, Cameron and Dr. Goodman demolish a tanning bed with sledgehammers.
In later episodes, they add features that promote sun protection: a pergola that converts an underused lawn into shaded social ***** e, landscaping for natural shade, and UV meters that alert students when rays peak and it's time to reapply SPF. CeraVe also installed dispensing stations for its new Invisible Mineral Sunscreen SPF 50, tying the campaign directly to its new product.
According to Jasteena Gill, svp of marketing at CeraVe US, consumer insight drove the concept. The campaign targets Gen Z's embrace of tanning and "tanmaxxing." Google Trends shows "tanning" searches at a five-year high, with "tanning oil" searches up 40%.
#cerave #cameron #tanmaxxing #space
