CeraVe's Greatest Grooming Room Event
Description
OBJECTIVE
To build on BLANKET's launch of CeraVe into the UK in 2018, driving continued cultural relevance and share of influence for the brand – expanding awareness of SPF50 AM Moisturiser among new male audiences, cementing its position as the #1 dermatologist-recommended daily SPF, and strengthening both creator relationships and valued press connections.
STRATEGY
BLANKET introduced CeraVe SPF50 AM Moisturiser to male audiences through fun, distinctly CeraVe-branded grooming moments that combined expert-led education with authentic creator engagement. The approach centred on an experience that felt unmistakably CeraVe: rooted in dermatological expertise, but with personality and playfulness, all within a premium, culturally resonant setting.
EXECUTION
BLANKET delivered a targeted, grooming-led activation at Supply 91 in Marylebone, engaging a curated group of male creators through personalised experiences. The event paired hands-on product trial with expert skincare guidance from consultant dermatologist Dr Derrick Phillips, supported by considered branded touchpoints designed to build awareness and spark organic social sharing.
IMPACT
The activation engaged a strong cohort of creators, generating a high volume of organic social content and delivering standout engagement and video views against brand KPIs. It expanded CeraVe's presence within key male communities, strengthened creator and press relationships, and reinforced awareness and consideration of SPF50 AM Moisturiser.
