CeraVe has announced the launch of its latest global campaign, “Moisturise Like a Derm,” featuring basketball superstar Kevin Durant. Recognising that body skin is often neglected despite being up to two times drier than facial skin, the brand is partnering with the basketball icon to spotlight the importance of total body hydration through its fan favorite CeraVe Moisturising Cream. With 87 percent of dermatologists agreeing that moisturising the body is as critical as facial care, CeraVe is utilising Durant’s authentic experience with dry skin to demonstrate how the brand’s dermatologist developed formulas provide superior solutions for all skin types.
At the center of the initiative is a cultural reset around what the brand calls “skincidents,” those viral and unexpected moments when neglected, dry skin is revealed to the world. A superstar on the court who has previously been called out for a lack of a moisturising routine, Durant has famously seen his own dry skin go viral in ongoing social conversation, positioning him as an authentic voice for this global effort. The disruptive, social first campaign embraces an engaging edutainment approach through collaborations with influencers and board certified dermatologists, leveraging CeraVe’s authority on the skin barrier to transform a viral meme into a masterclass on clinical hydration and dermatological health.
To ignite a true cultural moment, the campaign began with a series of viral tease moments designed to spark audience participation and speculation. Durant took to social media to address viral mean tweets about his dry skin. Soon after, candid paparazzi style photos of Durant in the gym, spotted with CeraVe Moisturising Cream, ignited significant online buzz, with sports commentators and fans weighing in on his newfound dedication to skincare. In signature CeraVe fashion, board certified dermatologists and skinfluencers joined the conversation, shifting viral banter into valuable lessons on the science behind CeraVe Moisturising Cream’s superiority. The product offers over 48 hours of hydration powered by the brand’s signature three skin identical ceramides and MVE Technology.
The campaign reached its crescendo as Durant officially announced himself as CeraVe’s new Face of Legs in a social media video. The video features a never ending journey up Durant’s moisturised legs, serving as a playful rebuttal to years of social media discourse surrounding his dry ankles. The campaign continues with additional content featuring board certified dermatologist Dr. Wallace Nozile, who helps ensure Durant stays moisturised during a campaign photoshoot. By spotlighting this transformation, CeraVe leverages its Moisturising Cream to drive awareness for total body hydration through a relatable edutainment lens.
Developed with dermatologists, CeraVe Daily Moisturising Cream is a rich, non greasy, fast absorbing moisturiser for normal to dry skin on the face and body. Formulated with three skin identical ceramides, it locks in skin’s moisture and helps maintain the skin’s protective barrier. The cream provides 48 hours of hydration, a stronger skin barrier in just one hour, and an 80 percent reduction in dry skin symptoms.
Key ingredients include three skin identical ceramides, EOP, NP, and AP, which replenish vital lipids; hyaluronic acid to support essential moisture balance; dimethicone to improve skin softness and flexibility; and petrolatum to relieve dry, flaky, or irritated skin by creating a physical barrier that traps moisture. The formula is powered by MVE Technology, a unique multi layer delivery system that encapsulates moisturising ingredients and gradually releases them over time, offering continuous delivery to the skin’s surface for longer lasting hydration. Gentle on skin, the non drying formula is also non comedogenic and will not clog pores.
