CeraVe Takes on Tanning Culture in Social-First Marketing

CeraVe is tackling unsafe sun care habits. 

The company has partnered with television personality Tyler Cameron, dermatologist Dr Chloe Goldman and the Tri Delta Alpha Eta sorority in Florida to address the rise in tanning culture and promote its recently launched SPF 50 Invisible Mineral Sunscreen. 

“As we watched trends like 'tanmaxxing' and 'UV index hacking' surface, we saw an opportunity to change the conversation around sun care,” says Esther Garcia, US Brand General Manager of CeraVe. “We didn't want to add another warning to the conversation. We wanted to build something tangible with Gen Z that shows healthy sun habits can fit naturally into everyday life. 

“From redesigning an outdoor space to introducing our new CeraVe Invisible Mineral Sunscreen SPF 50, created to help minimise white cast, we're helping remove barriers to healthier SPF habits.”

The rise of ‘tanmaxxing’

Tanning culture is continuing to gain momentum. 

In April, searches for ‘tanning’ in the US reached their highest point in five years while ‘tanmaxxing’ – maximising UV radiation exposure to increase tans – has been a breakout trend on social media.  

This can lead to risky habits and long-term health risks – with research from the American Academy of Dermatology finding that more than a fifth of Gen Z respondents prioritise getting a tan over protecting their skin. 

But CeraVe is hoping to challenge these behaviours in its latest campaign. According to the company, it believes that changing tanning culture requires more than “simply telling people to wear sunscreen,” – which is why it decided to build a sun-safe outdoor space at a Florida sorority house. 

In the campaign, Tyler – who is a licensed contractor – builds an outdoor space alongside Chloe, who explains how build decisions are grounded in dermatologist-backed sun safety principles. 

The series, rolled out through a series of digital shorts, is designed to show how thoughtful environmental changes – such as increased shade and easily accessible sunscreen – can help make sun protection feel like a more natural part of everyday student life. As Florida is one of the states with the highest year-round UV exposure, this has been created to tackle damaging sun behaviours in areas where people are most at risk to long-term damage. 

“The best sunscreen is the one you'll actually wear every day,” Chloe says. “For a generation navigating so much sun care misinformation online, it's more important than ever to have products that make healthy choices feel simple. 

“That's why I'm excited about CeraVe Invisible Mineral Sunscreen SPF 50 and this campaign. We're helping to build better sun habits by making daily SPF feel more approachable for college students and beyond.”

CeraVe’s ‘medutainment’ approach

This campaign follows CeraVe’s tried and true ‘medutainment’ marketing strategy – combining medical education with entertainment – as part of its positioning as a dermatologist-developed, clinical first brand. 

This can be seen in campaigns such as the company’s iconic 2024 Super Bowl advertisement starring Michael Cera, which highlights CeraVe’s blend of ceramides 1,3 and 6-II, while “debunking” claims that Michael Cera was the founder of the CeraVe brand. 

“From the start, CeraVe has been developed with dermatologists, it's a foundational aspect of the brand's DNA. We not only develop all our products with them, but we also create educational and entertaining skin health content with them that we share across all our channels,” Melanie Vidal, CeraVe Global Brand General Manager, says of the campaign. 

“The Super Bowl presented an ideal stage to illuminate our brand's mission through an innovative approach – a first of its kind immersive campaign, inviting everyone to participate in a memorable prank-like experience. 

“Now, for those who were unaware, it's crystal clear: CeraVe is developed with dermatologists and 'cera' stands for 'ceramides' – essential lipids that help to protect and restore the skin barrier.”