CeraVe Benelux
influencer
marketing

How CeraVe turned dermatologist-backed skincare into a creator-led love brand across the Benelux.

253 M
Views
65 +
Influencers
15 +
Campaigns
2
Events

THE BRIEF

HOW DO YOU MAKE MEDICAL SKINCARE FEEL HUMAN?

CeraVe already had the science, dermatologist-backed formulas, barrier-first skincare and global brand credibility gave the brand a strong foundation. But in the Benelux, the brand was relatively new on the shelf.

CeraVe wanted to grow from a trusted derm skincare brand into a brand people actively watch, share and feel part of.

THE CHALLENGE

SKINCARE TRUST IS BUILT THROUGH PEOPLE, NOT PRODUCT CLAIMS ALONE

Skincare is personal. People do not only want to know what a product does. They want to see how it fits into real routines, real skin stories and real moments of self-care.

On social, dry medical content can inform, but it rarely creates momentum. CeraVe needed to protect its credibility while becoming more entertaining, more local and more emotionally relevant across the Netherlands and Belgium.

That meant moving beyond the classic skincare playbook and typical skincare audiences. The opportunity was to make dermatological skincare feel social, human and worth coming back to for all audiences.

BRAND UPLIFT

FROM CLINICAL AUTHORITY TO CREATOR-LED CULTURAL RELEVANCE

The strategy combined dermatological credibility with creator storytelling and entertainment.

CeraVe did not show up as a brand giving people a lecture. It showed up through creators like @akaluuk, @nadecheandmootje, @maliciadorable, @apsonarmy, @duncantromp and @sophieousri who could translate skincare into stories people actually wanted to watch.

We connected global CeraVe brand moments to local Benelux culture, then layered them with creator content, events and trend-led activations.

Across the Benelux, more than 65 creators were activated across different campaigns, content moments and brand experiences. The creator strategy was built around three connected layers.

Entertainment-first

CeraVe showed up with entertaining creators who know how to stop the scroll. Think sketches, recurring formats and creator-native content across TikTok, Instagram and YouTube. CeraVe entered the fun side of the feed, without losing the science.

Creator-led storytelling

Creators opened up about their own skin journeys. Acne, sensitivity, confidence, consistency, the stuff people actually search for at midnight when their skin is doing side quests. That made CeraVe feel less clinical and more human.

Cultural moments

CeraVe tapped into moments that already had emotional weight, like Blue Monday.
Instead of forcing skincare into the conversation, the brand connected self-care, mental wellbeing and skin confidence in a way that felt relevant to the moment.

Medical expertise

By working with credible skincare voices, including creator dermatologists, CeraVe made education feel less like a lecture and more like content you would actually finish watching.

THE STRATEGY

MEDUTAINMENT WITH A BLUE HEART

OFFLINE INFLUENCER ACTIVATION

CERAWARDS TURNED SKINCARE INTO A COMMUNITY MOMENT

The CeraWards took influencer marketing off the feed and into real life. CeraVe brought creators, influencers and loyal brand users together to celebrate real skin stories, self-care journeys and the people behind the routines.

Not your average annual award show with a logo wall and polite applause.

The CeraWards mixed education, personal stories, live content and creator participation into a yearly community-first brand moment.

WHY THIS WORKS FOR SKINCARE BRANDS

Skincare marketing works harder when education does not feel like homework.

CeraVe Benelux shows how derm brands can build relevance by combining science with creator-led storytelling. The trust comes from the product, but the connection comes from people.

By investing in long-term creator relationships, live community moments and always-on content, CeraVe built their Benelux presence. Through influencer marketing we shaped how people understand, discuss and choose the brand.