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- Best of YAP 2024 || Friday, 20 December
Best of YAP 2024 || Friday, 20 December
Sophie Randell
December 20, 2024
Welcome to Day 5 of the Best of YAP 2024!
Our team’s taking a little holiday break, but don’t worry—we aren’t going anywhere.
Because over this holiday period, you’ll be treated to one of our fave articles in your inbox each day.
So whether you’re sitting by the fire with a warm cup of cocoa (lookin’ at you, Northern hemi folks), or hitting the beach (for those of us having a summer Christmas), you can catch up on some reading and remind yourself of what a wild year 2024 was.
Catch ya in 2025!
- Charlotte, Editor ♡
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How CeraVe Won Over Gen Z
CeraVe went from a run-of-the-mill drugstore brand to Gen Z's favourite skincare brand. Their strategy to appeal to a younger audience involved using micro-influencers and developing a Super Bowl campaign with Michael Cera.
CeraVe is kind of like the ugly duckling of dermo-cosmetics.
The brand has gone from unassuming drug store staple to the #1 Gen Z skincare brand in America. So its journey from virtually unknown to cult favourite is impressive, to say the least.
Particularly because it's competing with all the 'prettier' ducklings like Glossier, Drunk Elephant, and Kylie Cosmetics.
So how did this underdog make it to #1?
The brand launched in 2005 with only three SKUs. And instead of focusing on celebrity endorsements or flashy marketing campaigns, the team at CeraVe chose to build relationships with dermatologists, knowing that was the space they could dominate.
This was a purposeful, slow build from the brand. And this strategy created a foundation based on the efficacy of their products as opposed to appealing to impulse buyers.
The brand continued to quietly serve in the dermatology space until 2020.
Enter the pandemic, a time when we had waaay too much time to look at our pores in the mirror.
Lockdown saw a boom in skincare sales as we leaned into self-care and away from harmful products. And as medical appointments moved online, dermatologists began posting their recommendations online to new-found audiences.
This created a perfect storm for CeraVe, which experienced a wave of organic mentions during this time.
All of this buzz worked as a catalyst for CeraVe to finally make some noise on platforms they had previously been quiet on. And so began their 'era of social media advocacy,' as Tom Allison, co-founder, describes.
But CeraVe had to switch up their approach to build their brand on social.
As a more serious, educational brand, CeraVe had to learn to become more fun in their marketing style to appeal to the younger demographic. The challenge was doing so without losing their integrity as a brand.
-Sophie, Writer
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