CeraVe just dropped “Cleanse Like a Derm – a CeraVe Soap Opera,” a drama aimed at educating consumers on the importance of proper cleansing and debunking common cleansing misconceptions.
The soap opera features actress Xochitl Gomez, Dustin Portela, DO, a Meridian, ID-based dermatologist. It is directed by Milana Vayntrub, widely recognized for her roles in “This Is Us” and AT&T commercials.
The “Cleanse Like a Derm” soap opera premiered on July 15th, as well as across social, digital, and streaming platforms.
Filled with all the classic soap opera clichés, the film sees Gomez starring as Xochitl Cleansington, caught in a whirlwind of drama when her beloved CeraVe cleanser is swapped for dreaded bar soap by a fake dermatologist. In a twist, her trusted dermatologist steps in to save the day, only to face off against his own evil twin in a battle to protect everyone’s precious skincare routines.
The new film was developed in response to the brand’s study revealing that 77% of consumers have cleansing habits that would not please a dermatologist and the resurgence of soap operas, particularly among Gen Z and Y audiences. The film addresses common bad skincare habits, such as using the wrong soap and sleeping with makeup on, working to debunk these misconceptions and promote proper skincare routines.
In addition to the film, CeraVe partnered with 40 influencers to create soap opera-worthy content showcasing bad cleansing habits and the dramatic resolution of using CeraVe cleansers to fix them. Furthermore, the brand worked with board-certified dermatologist influencers to create reaction videos in which they debunked bad cleansing habits and highlighted the benefits of the CeraVe Hydrating Facial Cleanser.
“While soap operas are known for their dramatic flair, learning that many consumers were using soap to wash their face emphasized the need for some dermatologist skincare-expert education,” says Melanie Vidal, CeraVe Global General Manager, in a news release. “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.”
“As a dermatologist, my top cleansing rule, which my colleagues also endorse, is to use a cleanser that both cleanses and hydrates the skin,” says Dr. Portela. “CeraVe’s Hydrating Facial Cleanser does just that and I’m thrilled that the brand is shedding light on this crucial topic in such a creative way. Playing the role of the dermatologist who helps save the day was an incredible experience and I hope it inspires people to cleanse their skin like a dermatologist.”
