Pure Beauty

Exclusive: CeraVe hits the road with ‘myth-busting’ skin care tour

By Amanda Pauley | Published: 22-Apr-2024

The CeraVe High University Roadshow will visit ten UK universities to debunk the biggest myths surrounding treating acne-prone skin

CeraVe is touring ten UK universities this spring to help bust the common myths around treating blemish-prone skin.

The drugstore brand’s CeraVe High University Roadshow, created in partnership with creative agency Backlash, hits the road from 22 April to 3 May.

It aims to bust myths surrounding acne-prone skin – such as using harsh ingredients to reduce symptoms – and help students find “simple solutions” to control their breakouts.

“CeraVe is developed with dermatologists to provide accessible and therapeutic skin care for all,” Lauren Faulkes, Brand Business Lead CeraVe UK&I, told Cosmetics Business.

“We are going on tour with CeraVe High to introduce our science-backed, simple-to-understand, no-frills skin care to students.”

Samples of the L'Oréal-owned skin care brand’s Blemish Control range – including a cleanser, targeted gel and retinol serum – will be on offer.

Consultations with nurses and skin care experts to discuss how to maintain a healthy skin barrier will be available. 

Exclusive merchandise and discount codes will also be on offer.

Full list of where the CeraVe High University Roadshow will be visiting:

  • 22 April – Bath University, Convocation Avenue, BA2 7AZ
  • 23 April – Cardiff University, Senghennydd Road, CF24 4BE
  • 24 April – UWE Bristol University, UWE Student Union, BS16 1QY
  • 25 April – Birmingham University, Guild of Students, B15 2TU
  • 26 April – Warwick University, Warwick Student Union, CV4 7AL
  • 29 April – Nottingham University, Djanogly Terrace, NG7 2RD
  • 30 April – Manchester University, Students Union, M13 9PR
  • 1 May – Liverpool University, Guild of Students, L3 5TR
  • 2 May – Leeds University, The Precinct, LS2 9JZ
  • 3 May – Newcastle University, Student Forum Open Space, NE1 8QB.

CeraVe High University Roadshow will visit universities in Leeds, Liverpool, Manchester, Newcastle, Nottingham, Bath, Cardiff, UWE Bristol, Birmingham and Warwick.

“CeraVe has the perfect products for students’ skin care needs, and we are incredibly excited to see the positive results the university tour delivers," said Rebecca Pratt, Account Director at Backlash. 

CeraVe realised the importance of connecting with UK consumers on a national scale after the success of the brand’s first-ever CeraVe High School pop-up last year. 

The activation in London encouraged shoppers to go “back to school” with their skin care, focusing on myth-busting and fact finding. 

The brand then hosted another CeraVe High pop-up – the ‘Face Edition’ – at London shopping destination Westfield White City from 4 to 7 April. 

CeraVe is accelerating its brand awareness this year using clever marketing methods. 

The brand went viral in February following its Super Bowl advert with Michael Cera, which comically unmasked the actor as the “visionary” behind the company. 

CeraVe has just launched a romantic-comedy inspired brand campaign to continue this momentum.  

Lead image credit: Backlash.

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