TLDR: CeraVe has launched its Blemish Control Range in India with the ‘Acne Care Matlab Treat & Repair’ campaign. The initiative combines dermatologist-backed science with engaging storytelling, aiming to educate consumers on holistic acne care, repair the skin barrier, and destigmatize acne through digital amplification, influencer collaborations, and expert advice.
CeraVe, the #1 dermatologist-recommended skincare brand in the US, has officially launched its Blemish Control Range in India with a comprehensive integrated campaign, ‘Acne Care Matlab Treat & Repair’. The campaign launch seamlessly blends dermatologist-developed science with culturally relevant storytelling, aiming to engage consumers, help them disrupt the recurring acne cycle, and dismantle the stigma associated with acne care. It normalizes seeking expert credible dermatological advice and fosters conversations around acne.
At its core, this campaign addresses a critical insight: many young Indians often resort to quick fixes, from traditional home remedies to aggressive treatments, without fully understanding the potential long-term damage to their skin. Through ‘Acne Care Matlab Treat & Repair’, CeraVe passionately advocates for a shift towards science-backed dermatologically recommended solutions that not only effectively treat acne but also actively repair skin barrier leading to improvement of overall skin health.
“Acne is a key need in India, and at CeraVe, we are dedicated to making dermatologically backed skincare solutions accessible to Indian consumers,” said Rami Itani, Director, L’Oréal Dermatological Beauty, India. “With the Blemish Control range and the campaign ‘Acne Care Matlab Treat & Repair’, we’re building a stigma-free space for conversations driven by dermatological expertise, empowering young consumers with science-backed solutions that treats acne holistically. As we strengthen our presence in India, we will continue to emphasize on the importance of a healthy skin barrier supported by our essential ceramides for resolving skin concerns.”
To bring this powerful message to life, CeraVe adopted a distinctive approach that brilliantly blended expert dermatological advice, cultural relevance and humor. A cornerstone of the campaign was the immersive Acne Academy, designed in a ‘back-to-school’ style to educate influencers with different interactive classes – a dynamic Science Class led by the inhouse Research & Innovation team, an engaging Sports Class and Arts Class combining education and entertainment the CeraVe way. The highlight of the Academy was the masterclass by renowned Dermatologist Dr. Mukta Sachdeva, providing invaluable expert insights and guidance on Acne simplified for those in attendance.
The brand amplified its message digitally with the support of comedian Kaneez Surka whose viral ‘Acne Leave’ open letter, garnered 5mn views and became a trending petition, leveraging humor to make a serious topic accessible. Influencers and creators further amplified the message across platforms, with over 200+ creators participating and generating 84 million impressions. The campaign has since extended beyond launch, with influencer-led content and social media reaching more than 20million young Indians leveraging new age platforms like Snapchat, OTT and Digital sparking a cultural conversation that extended well beyond product benefits, reinforcing CeraVe’s commitment to skin barrier science.
The Blemish Control Range marks CeraVe’s entry into the acne and post-acne care segment in India. With products developed to both treat blemishes and repair the skin barrier using essential ceramides, the range provides young consumers with a gentle yet effective alternative to harsh quick fixes. It includes a cleanser, gel and retinol serum, each designed to address different stages of acne care while supporting long-term skin health.
