CeraVe Says "Don’t Let Cleansing Be Dramatic" with ‘Soap Opera’ Campaign Starring Xochitl Gomez

CeraVe launches its newest soap opera cleansing campaign. 

The brand, known for its clever edutainment marketing, is releasing its newest campaign - Cleanse Like a Derm – a CeraVe Soap Opera – a playful take on nostalgic, daytime soap operas. 

Rooted in the staggering statistic that 43% of consumers report they rely on traditional soap for facial cleansing, the campaign aims to educate about the importance of proper cleansing habits and debunk bad skincare habits - such as using the wrong soap and sleeping with makeup on.

The film sees Xochitl Gomez - known for her role in Doctor Strange in the Multiverse of Madness and most recently as the winner of Season 32 of Dancing with the Stars – starring as Xochitl Cleansington. Filled with all the classic soap opera clichés, Xochitl Cleansington is caught in a whirlwind of drama when her beloved CeraVe cleanser is swapped for a dreaded bar soap by a fake dermatologist. In a plot twist, her trusted dermatologist - board-certified dermatologist and popular social media influencer Dr. Dustin Portela - 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. 

Continuing its winning influencer-first formula, the brand has also partnered with 30 influencers to create social content showcasing bad cleansing habits and the use of CeraVe cleansers to solve 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. 

The film was produced by 72andSunny and directed by Milana Vayntrub, widely recognized for her roles in "This Is Us" and AT&T commercials. The campaign will run across social, digital and streaming platforms.  

In addition, CeraVe is launching a mobile tour to teach consumers how to "Cleanse Like A Derm" with a drama-free routine. Starting August 1st at Hudson Yards in NYC, a custom 32-foot trailer will offer an immersive experience with games, photo ops, and expert advice from dermatologists Dr. Kunal Malik and Dr. Maren Locke. Guests can receive a CeraVe Cleanser, product samples, and exclusive swag. The tour will then make stops in Chicago, Nashville and Atlanta later in the month.