CeraVe Premieres ‘Sunblockbuster Rom-Com’ to Inspire Consumer Love of Daily Sunscreen

CeraVe is headed to the cinema.

 

The skincare brand returns with its latest edutainment campaign, “The One Under the Sun.” On the heels of the brand's Super Bowl success, CeraVe's influencer-first campaign aims to educate consumers on the importance of daily use of moisturizer with SPF and empower them to “Face It Like a Derm” through its new cinematic rom-com.

 

Rooted in consumers’ tendency to skip ads, the brand set out to create an attention-grabbing piece of cinematic content that encourages them to make broad-spectrum sun protection an essential part of their daily skincare routine. 

 

“Continuing our Super Bowl momentum, I think it's pretty clear that we're not afraid to have a little fun with our marketing approach and influencer partners,” said Adam Kornblum, global head of digital marketing at CeraVe. “By combining people's love of cinema and reality dating show fascination, we were able to tap into a culturally relevant conversation while doubling down on the importance of making daily sunscreen a skincare habit for all.”

 

The skit is inspired by the latest craze in matchmaking and reality dating shows, with the title, “The One Under the Sun.” In an unexpected twist, a dermatologist emerges as the matchmaker, recommending the CeraVe Facial Moisturizing SPF 30 as “the one,” or the perfect skincare match.

 

CeraVe leveraged 40 influencer partners to the content, featuring innuendos to draw parallels between the search for an ideal romantic partner and the quest for the perfect sunscreen. Board-certified dermatologists played the role of matchmakers, sharing educational content on what consumers should look for in the “perfect” moisturizer with SPF match.

 

“This campaign is more than just laughs and romance; it's about education and empowerment. We want our audience to not only enjoy the journey but to learn about the daily skincare essentials,” said Melanie Vidal, CeraVe global general manager. “We are on a mission to underscore the crucial role of broad-spectrum sun protection in skincare.” 

 

The brand says the star of “The One Under the Sun” is the CeraVe AM Facial Moisturizing Lotion with SPF. Developed with dermatologists, the lotion with SPF locks in moisture and protects the skin barrier against UVA/UVB damage in one single step. It is also made with three essential ceramides that help restore the skin's natural barrier, hyaluronic acid that helps maintain skin's moisture balance, and niacinamide that helps calm skin. CeraVe AM Facial Moisturizing Lotion with SPF is fragrance free, lightweight, and non-comedogenic.

 

“The One Under the Sun” movie trailer will premiere in select movie theaters nationwide and run through June, as well as across social, digital and streaming platforms.

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