CeraVe has created a new hair care campaign aimed at destigmatising dandruff.
The ‘Head of CeraVe' campaign features social media and Broadway star Charli D'Amelio, NBA Mavericks player Anthony Davis and UCONN basketball player Paige Bueckers.
The trio were chosen to showcase how common scalp symptoms, such as itching and dandruff, can affect anyone.
This was highlighted in a series of ‘viral’ marketing moments.
D'Amelio showcased a ‘scalp shrine’ and rubbed cream on her head for good luck during a pre-Broadway ‘get ready with me’ video.
Davis, meanwhile, was videoed carrying a giant tub of CeraVe moisturiser to a game and applying it to his head.
CeraVe said these moments with each ambassador bring a “unique perspective to CeraVe's commitment to scalp health”.
"Our 'Head of CeraVe' campaign celebrates the brand's entry into haircare by breaking the taboos on the subject of dandruff," said Kelly Buchanan Spillers, CeraVe Global Head of Digital & Social.
"We are partnering with highly influential talent that reach audiences of all ages who genuinely understand this condition and share their own experiences with scalp issues.”
CeraVe is also using the campaign to promote its new Hydrating Anti-Dandruff Shampoo and Conditioner and Gentle Hydrating Shampoo and Conditioner.
“We want to raise awareness that dandruff is something that almost one in five Americans suffer from, and now that CeraVe has entered the category, they can turn to a brand they trust for both their skin care and their hair care needs,” added Buchanan.
Our goal with the 'Head of CeraVe' campaign is to raise awareness, foster relatable conversations about previously taboo topics, and connect consumers with effective solutions."
The campaign follows the ceramide-focused skin care brand’s move into hair health in November 2024.
The L’Oréal-owned drugstore label’s hair care line-up comprises two shampoos, two conditioners and a two-in-one wash.
These are split into two ranges.
Gentle Hydrating is made up of a sulphate-free shampoo and a lightweight conditioner.
Both feature three essential ceramides – EOP, NP and AP – identical to those found in the scalp, as well as hydrating hyaluronic acid.
Anti-Dandruff, meanwhile, consists of a shampoo, conditioner and the two-in-one.
The launch was developed in collaboration with dermatologists, with products tested on more than 450 diverse scalps across various ethnicities, genders and ages.