The Challenge
Introducing a new dermatological acne treatment line to a young audience for whom the subject is highly sensitive, while earning trust and trial in a category where credibility, medical validation, and emotional reassurance are essential.
Plus, attention is increasingly difficult to capture without trivializing the issue.
My Role
Copywriter and concept developer, responsible for ideating and shaping the experiential narratives and activations. Digital ad campaigns.
The role built on a longstanding collaboration with the brand, allowing for continuity in tone, educational framing, and sensitivity to dermatological communication.
The Approach
Instead of another influencer-powered launch, we created a four-day, in-person experience that brought acne education into a highly shareable space, designed to be explored, learned from, and shared organically.
CERAVE SKINCHATSExperiential launch for the Blemish Control range
Building the hype: Show your face
Casa CeraVe as an anchor
A physical space designed for learning, conversation, and self-confidence.
Confidence-drive social content
Social and digital communication focused on positivity and reassurance.
Offline reach in familiar environments
Sampling and doctor-led interactions brought the Blemish Control range directly into universities, student housing, and partner retail spaces.
Layered digital amplification
The experience was extended through collaborations with creators and dermatologists, while prioritizing organic content generated by participants
- 4mimpressions
- 655Kviews
- 20ktrial tests
- >600participants in 4 days