Speaking of sunscreen, CeraVe is pushing Gen Z to use it, too. The brand is promoting its new Invisible Mineral Sunscreen SPF 50 through a social-first campaign acknowledging Gen Z’s uptick in love for tanning. Like previous campaigns, they’re going for “edutainment” by featuring a real board-certified dermatologist alongside their influencer talent, Tyler Cameron of Bachelorette fame, to signal credibility. (Expert voices on socials are something YPulse has long said are a way to gain Gen Z’s trust!) The series is “episodic in nature,” aligning building sun care habits with the construction of new additions to fictional sorority houses in Florida that provide all the shade and UV monitoring Gen Z could need. They’re hoping that by framing sunscreen use as a habit to build, not perfect overnight, their educational push will stick enough to counter the current tanning trends. (Marketing Dive)
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