CeraVe has launched a new campaign, recognizing that healthy hair starts with a healthy scalp. Featuring CeraVe’s new haircare products, the new “Head of CeraVe” campaign brings together social media and Broadway star Charli D’Amelio, NBA Mavericks player Anthony Davis, and UCONN basketball player Paige Bueckers.
 
Kelly Buchanan Spillers, CeraVe Global Head of Digital & Social, said, 
 
“Our ‘Head of CeraVe’ campaign celebrates the brand’s entry into haircare by breaking the taboos on the subject of dandruff. 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… 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.”
 
Following the success of last year’s Super Bowl campaign, this “medutainment” style, integrated and immersive campaign was designed to encourage audience participation. 
 
The campaign kicked off with a series of viral moments that sparked fan speculation: D’Amelio showcased a “scalp shrine” and rubbed cream on her head for good luck during a pre-Broadway “Get Ready With Me” video; while Davis was seen carrying a giant tub of CeraVe moisturizer to a game and applying it to his head. 
 
These moments highlighted D’Amelio’s struggle with an irritated scalp and Davis’ dandruff, setting the stage for CeraVe to step in – with the guidance of board-certified dermatologists – as the solution to their scalp concerns. 
 
Today, the truth was revealed across social platforms and earned media that D’Amelio, Davis, and Bueckers are the new “Heads of CeraVe.” 
 
As the “Heads of CeraVe,” each talent will bring a unique perspective to CeraVe’s commitment to scalp health, with Bueckers, who is tough on the court but gentle on her scalp, highlighting the brand’s CeraVe Hydrating Shampoo and Conditioner.
 
CeraVe also collaborated with NBC’s Saturday Night Live to co-create an iconic commercial parody for the brand’s new haircare line. 
 
The sketch features “Naumôre Dandruf,” a parody metal band –played by SNL stars Bowen Yang and Sarah Sherman, along with dermatologist Dr. Dustin Portella – whose headbanging antics send dandruff flying, covering everything in sight.

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