- CeraVe has kicked off a new social media campaign that takes on the sun tanning habits of Gen Z.
- The episodic social series stars TV personality and renovation expert Tyler Cameron alongside board-certified dermatologist Dr. Chloe Goldman who turn a real college backyard into a sun-safe space in a move to promote healthier SPF habits.
- The campaign spotlights CeraVe’s new Invisible Mineral Sunscreen SPF 50, which is designed to help users protect themselves from the damaging effects of the sun.
CeraVe is taking on a Google Trends shows searches for ‘tanning’ are at their highest point in five years, while searches for ‘tanning oil’ have increased by 40%.2 This digital behavior translates directly to risky physical habits and sentiment around sun care: more than one-fifth of Gen Z adults prioritize getting a tan over protecting their skin, and 25% openly admit that looking great now is worth looking worse later.
“Over the past year, we’ve seen a resurgence in tanning culture, particularly among Gen Z,” said Jasteena Gill, senior vice president of marketing at CeraVe US. “With viral trends like ‘tanmaxxing’ and ‘UV Index hacking,’ and Google searches for ‘tanning’ reaching their highest point in five years, it was clear there was an opportunity to address how younger consumers are thinking about sun exposure. At the same time, research shows many college-aged consumers still aren’t wearing sunscreen regularly.”
The effort will run as an episodic series across social platforms. In the shows, Cameron and Dr. Goldman transforms a backyard space, from demolition through the reveal, as a kind of renovation type of story that shares dermatologist-backed sun care information.
“At CeraVe, we’ve always believed education can be most effective when it’s engaging, which is why we often lean into edu-tainment,” explained Gill. “With Alpha Cera, we brought together two seemingly unexpected worlds: credible, dermatologist-backed sun education and the fun and familiarity of renovation storytelling.”
“Our goal is to meet them where they already are – particularly online – with content that is entertaining, culturally relevant and grounded in real dermatologic expertise,” she continued. “By tapping into familiar entertainment formats and the conversations already happening around tanning and sun exposure, we hope to make sunscreen feel less like a chore and more like a natural part of spending time outdoors.”
