Cleanse Like A Derm

A social movement that turned a daily routine into a global Tiktok sensation.

INSIGHT

Can you believe over half of Americans are still washing their face with hand soap?

It’s enough to make the dermatologists behind CeraVe shudder. Or in this case, launch a global campaign teaching people how to preserve and protect their skin with CeraVe Facial Cleanser.

900M Views earned on #CleanseLikeADerm
+32% YoY sales
in 2023

#1 Facial cleansing Brand 2023
small blue arrow pointing upwards Grew market share around the world

Watch how CeraVe ruined my face washing reputation below.

IDEA

We made CeraVe the star of #skincare.

We enlisted the help of other certified dermatologists to give us the credibility needed to truly change people’s behavior. Then, we recruited famous online faces of all walks of life, young and old, to help us spread the word. This culminated in us harnessing the power of one of the most influential things known to peoplekind: a super catchy TikTok song. It’s still stuck in our heads.

Real World Impact

Who knew teaching people how to wash their face could be so involved?

Well, we did. So after taking over the social world, we moved into the real one with in-person tutorials and interactive billboards in major markets.

Soon, we were the stars of bathroom counters around the globe. Not bad for a facial cleanser made by a bunch of nerds.

Cleanse Like A Derm