The time is ripe to start thinking of winterizing our skin routine to include face and body products that are richer and more moisturizing/hydrating as temperatures drop. Enter CeraVe, with tried-and-true solutions to address dryness, maskne and other winter 2020 concerns—it’s no wonder this beauty brand is a star not only in our bathroom but also on social media! We chatted with CeraVe Canada GM Jacinthe Lavergne to glean more insights about one of our fave creams of all time (especially wintertime)! —Vita Daily
Hi Jacinthe! 2020 was an unprecedented year for many. What did it entail for CeraVe Canada?
Indeed, unprecedented is the right word to describe 2020! Although filled with hardships, this year offered us the chance to get back to basics which, for us, means connection. It enabled us to take a step back and align our mission of providing therapeutic skin care for all with our values. Hence, we were honoured to help support nurses and front-line workers through this difficult time with product donations and connect with our consumers through meaningful conversations.
Speaking of consumers, they were at the forefront of making CeraVe a skincare sensation on TikTok. Was this something that you were anticipating?
Unless you have a crystal ball, you just can’t predict when something is going to go viral! I think it’s important to note that, similarly to CeraVe, TikTok’s popularity was already on the rise before the pandemic. Both just reached a new level of adoration during the lockdown, and for good reason.
Why do think that CeraVe received so much love on this platform?
I think it was the perfect marriage between an unfiltered, authentic social platform and an unpretentious brand with products that actually work! With the desire to get back to basics—in all aspects of life, including skin care—as well as the financial repercussions of the pandemic, consumers are now looking past the pretty packaging and taking a closer look at the ingredients on the label, and the price tag. It’s all about great ingredients at affordable prices. Luckily, since CeraVe is developed with dermatologists, we’ve always put a lot of thought behind the ingredients that we put in our formulas.
And what impact did this TikTok phenomenon have on the brand?
What we’re seeing is sort of like word-of-mouth 2.0: the digital age of word-of-mouth! We’ve noticed more organic consumer mentions of the brand and a definite increase in the quantity of our DMs. We’ve even had some celebrities reach out to express their love for CeraVe! And while we are very fortunate that our products are so beloved by the community, it’s no secret that this spike in brand recognition has led to sales that have far exceeded our expectations. We’re actively working on getting more stock as quickly as possible and can’t thank our community enough for all the love, patience and support that they’ve shown us this year.
Did you see a change in your core demographic?
A: Absolutely! TikTok has given us access to a new, younger generation of CeraVe LoVers. And what’s amazing to see is that, even if they are being introduced to the brand through a social platform, they still understand our medical anchorage and the importance of ingredients like ceramides in maintaining a healthy skin barrier. Again, there is care and meaning put into our formulations and we’re delighted that that is appreciated by both the older and younger demographics.
Will this influence your marketing strategy going into 2021 regarding product launches and social media presence?
Dermatologists and consumers have always been at the heart of our strategy as our mission is to provide therapeutic skincare for all. So as the digital world grows and evolves, and our society adapts to a new reality, we’ll continue to stay connected to ensure that we are meeting their needs—and that isn’t going to change any time soon.
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