CeraVe is debuting a TV-style renovation series on social media aimed at tackling harmful sun trends, such as tanmaxxing, among Gen Z.
The L’Oréal-owned skin care brand has partnered with Tyler Cameron, a US TV personality, model and general contractor, and board-certified dermatologist Dr. Chloe Goldman for the series, which is set to debut today (11 August).
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Tied to the launch of CeraVe's new Invisible Mineral Sunscreen SPF 50, the series will see the transformation of a sun-soaked college student backyard into a sun-safe oasis, starting with the demolition of a tanning bed in episode one.
Subsequent episodes will drop through the week, with the final episode showing an MTV Cribs-style walkthrough of the completed renovation.
“We have really seen a resurgence in tanning culture, and because of social media, we know this is particularly among the younger population,” Jasteena Gill, SVP Marketing at CeraVe US, told Cosmetics Business.
“With viral trends like ‘tanmaxxing’ and ‘UV Index hacking’, and Google searches for ‘tanning’ at its highest point over the past five years, we knew that these habits needed an overhaul, quite literally a renovation, and that is what started to spark the creative."
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