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Skincare brand CeraVe just launched its latest campaign "Cleanse Like a Derm” with a short film parodying classic Spanish soap operas.
Made together with agency 72andSunny, the marketing initiative is based on the insight that 43% of consumers rely on soap for facial cleansing.
Additionally, the brand’s study revealed that 77% practice cleansing habits that wouldn’tsit well with dermatologists.
With this, CeraVeaims to debunk common skincare misconceptions, as well as teach viewers the importance of cleansing and why it should be added to their daily routines.
And what better way to catch consumers' attentionthan through the uber-dramatic way of 90s soap operas?
Funny Yet Educational
The two-minute spot harps on the growing popularity of soap operas among the Gen Z and Y audiences, utilizing nostalgic imagery and tropes to educate viewers on proper cleansing practices.
“Cleanse Like a Derm — A CeraVe Soap Opera” starts like an old daytime television show, complete with cheesy music and grainy visuals.
In the opening credits,viewers meet Xochitl Cleansington, played by American actressXochitl Gomez, and Karen Cleansington played by Sara V, among other fictional characters with names inspired by skincare puns.
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The episode then introduces us to real-life dermatologist and TikTok influencer Dr. Dustin Portela, as well as CeraVe’s Hydrating Facial Cleanser.
The show starts with Xochitl preparing to wash her face, only to find out she’s all out of Hydrating Facial Cleanser.
She then opens the cabinet and sees stacks of hand soap, leading her to seek her parents in a panic.
“What happened to our CeraVe cleansers?” she asks them, to which her father responds, “I was told to use a bar of hand soap now.”
Meanwhile, her mother reveals that she has been sleeping with... her makeup on.
@drdustinportela Soap operas are dramatic…Cleansers don’t have to be #CeraVePartner #CleanseLikeADerm @CeraVe ♬ original sound - Dr. Dustin Portela
Xochitl, of course, faints from shock, before Dr. Portela barges into the scene holding CeraVe’s cleanser.
Accused of destroying the lives (and skin barriers) of the family, Dr. Portela defends himself, saying he would only ever recommend a cleanser that restores skin barriers.
The doctor and the Cleansingtons then enter a lab hidden behind a bookshelf, where they're greeted by Portela’s evil clone twin brother, “the mustachioed fool” who betrayed the family.
“That’s right, time to kiss your precious cleansing habits goodbye,” the twin tells the doctor.
A brief teaser of the next episode begins to play, as the screen cuts to the text and the campaign’s tagline: “Soap operas are dramatic. Cleansers don’t have to be.”
@drdustinportela BTS from something big with @CeraVe Coming Monday! #cleanselikeaderm #soapopera @Milana Vayntrub @Xóchitl Gómez ♬ 0atria - Jennie sister
Barely a day has gone by after the soap opera rolled out on social media, and it has already garnered tens of millions of views.
Dr. Portela’s TikTok post alone has already gone viral with 30.6 million views, over 27,000 likes, and nearly a thousand comments, showing user engagement.
This shows the benefits of social media marketing (SMM), allowing brands to boost their presence and target a more diverse market, ultimately leading to higher conversion rates.
And choosing the right influencers is crucial to the success of any social media campaign.
"By partnering with talented individuals like board-certified dermatologist Dr. Dustin Portela and Xochitl Gomez, we can effectively reach a Gen Z audience and teach them how to cleanse like a dermatologist, all while maintaining the signature CeraVe humor that resonates with our audience,” CeraVe Global General Manager Melanie Vidal said in a statement.
This is why influencer marketing is fast becoming one of the most popular approaches to SMM, reportedly even taking over traditional advertising.
Editing by Katherine 'Makkie' Maclang
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