CeraVe’s use of dermatology experts is linking Gen Z’s affinity for trusting influencers back to the credibility of experts. 

CeraVe’s use of dermatology experts is linking Gen Z’s affinity for trusting influencers back to the credibility of experts. The skincare brand used the annual American Academy of Dermatology conference as a major social media marketing move: CeraVe took the opportunity to consult the event’s experts for their social content. Luckily, many of the dermatologists at the event are already popular online and can be considered influencers themselves. For example, the brand featured Muneeb Shah on their feed (also known as @DermDoctor on social media) who has 21M followers across TikTok, YouTube, and Instagram. CeraVe is leaning toward creators who double as experts, creating credible content like TikToks titled, “5 Skincare Tips We Wish We Knew Earlier” that highlight the brand’s ingredients. CeraVe’s content is now full of educational initiatives and using new hashtags like #CleanseLikeADerm, #MoisturizeLikeADerm, and #FaceItLikeADerm to reach young consumers. YPulse research shows of all the things influencers recommend to them, young consumers are most likely to purchase beauty / personal care products after learning about them from an online celebrity. (AdAge)