CeraVe has been named the “official moisturiser of Arrakis” in a new partnership with Dune Part Three, ahead of the film’s release in December.
The L’Oréal-owned dermatological skin care brand will launch a global campaign centred on its best-selling moisturising cream, which will appear in social films set on Arrakis, the arid desert planet where the films take place.
The series debuts today (13 November) with “precious resource”, a spot that features a character inspired by Dune’s Fremen who finds CeraVe’s moisturising cream, bringing a twist to the precious spice at the centre of the films.
In a teaser for the partnership, CereVe’s moisturising cream emerges from the desert instead of a sandworm, the fictional creatures in the Dune universe.
The tie-up with the Warner Bros Pictures and Legendary Pictures film – CeraVe’s first film partnership – was a “natural next step” for the brand and a “perfect fit”, Vincent Chauvière, CeraVe Global Brand President, told Cosmetics Business.--ABSTRACTEND-
“At CeraVe, our mission is to democratise dermatology – strong science, accessible prices and a way of communicating we call medutainment, where medical education meets entertainment.
“We tell these stories that entertain and surprise so we can meet consumers where culture is happening.
“We have done it in sports with the NBA and Kevin Durant, in music where we have activated at different festivals globally, and with our creator community through the CerAwards.
“Film was the natural next step.”
The story was “obvious”, Chauvière continued, with the partnership playing on the iconic setting of the movie.
“Our hero product, CeraVe Moisturising Cream, is our number one product worldwide, with one sold every three seconds in the US, and it now delivers our longest-lasting hydration ever, up to 120 hours,” he said.
“When the biggest movie of the year is set on the driest planet in fiction, there is only one moisturiser for the job, really.
“A skin care brand on Arrakis in Dune Part Three may sound unexpected, but for the number one dermocosmetic body care brand in the world, it is a perfect fit.”
The film partnership comes at a time of “real momentum” for CeraVe, which has returned to double-digit growth, said Chauvière.
“As we have grown into a truly global brand, we have been looking for a stage big enough to match,” he said.
“Dune is one of the most iconic film franchises of the 2020s, and it is also global by nature, and it speaks to every generation.
“Plus the film arrives on 18 December, right in peak dry-skin season for parts of the world.
“When the right product, the right story and the right moment come together like this, you do not wait.”
Further social content will appear in the weeks leading up to the film’s release, with “multiple content moments and touchpoints globally”, said Chauvière.
“We worked step by step with Warner Bros. Pictures and Legendary Pictures to make every detail feel like it fits the world fans love,” he said.
“Their sound and visual effects teams even contributed to the content.
“The content will live across CeraVe’s channels, as well as Warner Bros. Pictures’ and Dune’s own social channels, reaching skin care and Dune fans.
“It extends across TV, out-of-home and creator content in markets around the world, building to the film’s release.”
This will include dermatologist advocacy and Dune-inspired gifting, screening experiences and sampling in certain markets, as well as a “CeraVe moment” at the LA premiere of the film on 1 December 1 and the UK premiere on 9 December.
“Our biggest ambition is to recruit more people to the category,” said Chauvière.
“Moisturising your body is a matter of health and wellbeing, just like brushing your teeth.
“Your skin is your largest organ, and when its barrier is compromised, it can lead to dryness, itchiness and even aggravate conditions like eczema.
“Yet globally, only about one in three men uses a body moisturiser, so there’s still a long way to go.
“Dune helps us reach people where they already are, like our core Gen Z audience, who make up about 40% of our consumers and expand to movie lovers of every generation, and introduce them to why hydration and skin-barrier care.
“We will look at awareness and engagement, and of course at the business impact.
“We saw it with our Kevin Durant campaign, which drove four billion PR impressions, 82 million views and seven Cannes Lions awards, and helped bring more men into the category.
“Ultimately, success means bringing dermatologist-developed skin care to more people, in CeraVe style.”
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