CeraVe’s no longer just for your grandma.

It’s now Gen Z’s #1 skincare brand, thanks to some pretty clever marketing.

Today, we’re breaking down the strategy that turned this drugstore ugly duckling into the swan it is today.

In today's newsletter:

• How CeraVe won over Gen Z (the strategy that took them from basic brand to Gen Z’s fave skincare)

• Turning hate into fame--Kylee De Thier's story (here’s how this creator turned his passion into a community 700k strong)

• Trend plug - Please, please, please

• Ask the Editor - How can I get my TikTok engagement up?

- Charlotte, Editor ♡

p.s. Wish you could go viral? It’s actually not that hard. Our cohort program is set up to help you create viral content for your brand. Lucky for you, we’ve just opened registrations for our August intake! Learn more.

How CeraVe Won Over Gen Z

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.

[Keep reading]

-Sophie, Writer

Revenge is a dish best served, SERVING.

What’s the most effective way to deal with bullies?

Take what they’re trying to hurt you with and create a wildly successful career.

Being the only queer kid in a small town isn’t easy.

That’s what 21-year-old content creator & makeup artist Kylee De Their will tell you about his time growing up in Gisborne, NZ.

However, both strong and talented, Kylee used the hate as motivation to achieve bigger and better things.

Now an established creator with a following of over 700,000 across platforms, Kylee sat down with our CEO, Stan, to talk about what it takes to overcome the challenges that were placed before him as a young, queer, Māori creator.

From Minecraft to makeup

A true digital native, Kylee has been making content for almost as long as he can remember. He started making Minecraft YouTube videos at just 10 years old.

But when Kylee reached intermediate school, he found a new passion. So he began moving away from gaming content and into nail art.

[Keep reading]

-Sophie, Writer

Trend Plug - Please, Please, Please

We're begging, just with a banging remix this time.

This trend comes from Alex Chapman's remix of Sabrina Carpenter's 'Please, Please, Please.' with the instrumental of ABBA's 'Dancing Queen'.

TikTokers are using this trend to beg people to not do all sorts of things, from pleading about not using too many lasers at a concert, to not laughing about how silly their dog looks when he falls over.

How to use this trend:

Use this audio with the onscreen text ‘Please, Please, Please’ along with something you want someone to do or not do.

A few ideas to get you started:

• 'Please, please, please don't laugh at how many tabs I have open'

• 'Please, please, please don't book me in for back-to-back meetings'

• 'Please, please, please don't make fun of me for using Canva'

-Abdel, Social Media Coordinator

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Ask the Editor

Q - I've started posting on TikTok for my leadership coaching business, but I'm not getting much engagement yet. What advice do you have for me? - Justine

Hey Justine!

A few things for you to think about...

1) Your hook is the most important part of your content! If people don't get past the first few seconds of your videos, the rest of it doesn't matter. So take some time to research what kinds of hooks work. Pay attention to what makes you keep watching something and then ask why.

2) Make sure your message isn't too niche when you're first starting out. You want your content to be widely relatable so you can start building an audience. You can niche down more over time, but don't go too niche too soon.

3) Post as much as you can. The more content you create, the more data you'll have. And the more data you have, the better you'll be able to make informed decisions about what's working and what's not. Good luck!

- Charlotte, Editor ♡

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