CeraVe is celebrating its 20-year anniversary with a US roadshow that offers a curated look into the brand’s history.
The ‘20 Years of CeraVe’ tour takes visitors on an immersive journey of how the L’Oréal-owned drugstore brand catapulted itself from just three products into a household name with 70-plus products over the past two decades.
Disco balls, brand merchandise, a giant birthday cake and “larger-than-life” gift boxes will be on offer at the experience, which hits six cities throughout the summer, with locations ranging from universities to music festivals.
“When we began planning how to commemorate our 20th anniversary, one element was immediately clear: this milestone belonged as much to our consumers as it did to us,” Esther García, General Manager, CeraVe US, told Cosmetics Business.
“The ‘20 Years of CeraVe’ tour is our way of expressing sincere gratitude, meeting our fans where they are, and sharing in the celebration together.
“It is more than a campaign – it is a thank-you tour to those who have made our success possible, and who will continue to define our future as we look towards the next 20 years.
“We serve a highly diverse and ever-evolving audience, and it was important to us that the tour reflect that.
“By appearing at a variety of venues – whether a major university, music festival, sporting event or bustling city downtown – we are reaching a variety of different
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