CeraVe's latest immersive and disruptive campaign aims to destigmatize dandruff and raise awareness for scalp solutions highlighting the brand's new Hydrating Anti-Dandruff and Gentle Hydrating haircare lines.
NEW YORK, Feb. 13, 2025 -- CeraVe, the #1 dermatologist-recommended skincare brand in the US*, has unveiled its latest campaign, 'Head of CeraVe'. Recognizing that dandruff affects 1 in 5 Americans**, yet only 40% seek treatment***, CeraVe addresses this gap by promoting its dermatologist-developed haircare line, designed to destigmatize scalp conditions and provide effective solutions. CeraVe recognizes that healthy hair starts with a healthy scalp and is now bringing new solutions while also raising awareness to normalize this pervasive issue. By engaging authentic CeraVe users and scalp issue suffers – social media and Broadway star Charli D'Amelio, NBA Mavericks player Anthony Davis, and UCONN basketball player Paige Bueckers – the brand highlights common scalp symptoms such as itching and dandruff to show the efficacy of their new products - CeraVe Hydrating Anti-Dandruff Shampoo and Conditioner as well as CeraVe Gentle Hydrating Shampoo and Conditioner.
Heads of CeraVe
In true CeraVe "medutainment" style, this integrated and immersive campaign was meticulously designed to encourage audience participation. The campaign kicked off with a series of viral moments that sparked fan speculation: D'Amelio showcased a "scalp shrine" and rubbed cream on her head for good luck during a pre-Broadway "Get Ready With Me" video; while Davis was seen carrying a giant tub of CeraVe moisturizer to a game and applying it to his head. These moments cleverly highlighted D'Amelio's struggle with an irritated scalp and Davis' dandruff, setting the stage for CeraVe to step in – with the guidance of board-certified dermatologists – as the solution to their scalp concerns. Today, the truth was revealed across social platforms and earned media that D'Amelio, Davis, and Bueckers are the NEW "Heads of CeraVe." As the "Heads of CeraVe," each talent will bring a unique perspective to CeraVe's commitment to scalp health, with Bueckers who is tough on the court but gentle on her scalp highlighting the brand's CeraVe Hydrating Shampoo and Conditioner.
Saturday Night Live Collaboration
Building on the success of last year's "Michael CeraVe" Super Bowl campaign, CeraVe, the skin barrier champion, is taking a different and bold approach this year – one that's fifty times bolder, in fact. The brand is also collaborating with NBC's Saturday Night Live to co-create an iconic commercial parody for the brand's new haircare line. The sketch features "Naumôre Dandruf," a parody metal band –played by SNL stars Bowen Yang and Sarah Sherman, along with dermatologist Dr. Dustin Portella – whose headbanging antics send dandruff flying, covering everything in sight. Fortunately, their dermatologist drummer, Dr. Portella, has a solution to "buff up [the] druff": CeraVe's Anti-Dandruff Shampoo and Conditioner.
"Our 'Head of CeraVe' campaign celebrates the brand's entry into haircare by breaking the taboos on the subject of dandruff," said Kelly Buchanan Spillers, CeraVe Global Head of Digital & Social. "We are partnering with highly influential talent that reach audiences of all ages who genuinely understand this condition and share their own experiences with scalp issues. We want to raise awareness that dandruff is something that almost 1 in 5 Americans suffer from, and now that CeraVe has entered the category, they can turn to a brand they trust for both their skincare AND their haircare needs. Our goal with the 'Head of CeraVe' campaign is to raise awareness, foster relatable conversations about previously taboo topics, and connect consumers with effective solutions."
Heads of CeraVe Sweepstakes
CeraVe, celebrated for making skincare accessible for all, is now bringing that same commitment to haircare by giving fans the chance to win truly unforgettable experiences. CeraVe will be giving consumers the opportunity to win big through the "Heads of CeraVe" sweepstakes. Three grand-prize winners will receive an all-expenses-paid trip to their choice of a dazzling "& Juliet" performance, a Mavericks game or a UConn game, or. Plus, ten runners-up will win a year's supply of CeraVe products. The sweepstakes will run from February 17th to March 12th, with winners announced on March 14th.
CeraVe Anti-Dandruff Shampoo and Conditioner
Building on 20 years of skincare expertise, CeraVe's Anti-Dandruff Shampoo, formulated with 1% Pyrithione Zinc, effectively eliminates up to 100% of visible flakes when used regularly with the Anti-Dandruff Conditioner. This system features the brand's signature blend of three skin identical ceramides (EOP, NP, & AP) and helps eliminate flakes, itch, and irritation without disrupting the skin barrier. Suitable for all hair types, curl patterns, color-treated hair, and sensitive scalps, this pH-balanced, allergy-tested system gently removes buildup without stripping essential moisture, leaving hair soft, manageable, and nourished. The products are also free of sulfates, MIT, dyes, parabens, and fragrance.
"The misconceptions surrounding dandruff and scalp issues stop people from seeking effective care, which is why I'm honored to be a part of CeraVe's new campaign," says Dr. Andrew Park, Board Certified Dermatologist. "The campaign brings dandruff to the forefront and their new Hydrating Anti-Dandruff Shampoo and Conditioner is a game-changer for my patients as it effectively eliminates flakes, restores the scalp barrier, while using safe ingredients for sensitive skin."
The "Head of CeraVe" campaign content will be featured across social and digital platforms, as well as during SNL broadcasts (linear and Peacock streaming) through March 1st. For more skincare tips and product information, visit CeraVe at www.cerave.com and on Facebook, Instagram and Twitter.
*Source: IQVIA, ProVoice Survey, rolling 12-month data as of May 2024
**Nielsen 2019 vs. 2020, P&G Dandruff Study
*** L'Oréal Dandruff U&A Final Report Presentation. Dec 5, 2023. Study run with L'Oreal CMI & IPSOS.
About CeraVe
Founded in 2005 and developed with dermatologists, CeraVe is the first and only brand to offer a complete line of products containing essential ceramides and MVE technology to help restore the skin's natural protective barrier. CeraVe has a full line of skincare products to follow the dermatologist-recommended steps of: cleanse, treat, moisturize, and protect. The brand's mission is to provide therapeutic skincare for all. For more information, visit the brand on Facebook (@ceraveusa), Instagram (@cerave), TikTok (@cerave), X (@cerave) or at www.cerave.com.
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