CeraVe Elevates Content Creation Competition to Global Stage

Dermocosmetics brand CeraVe took its content creation competition to the next level – the global stage – in an event in Los Angeles that ran May 3 to 4.

One hundred and eleven creators from 22 countries gathered and competed with their content meant to educate and entertain consumers on healthy skin habits, especially as related to the L’Oréal-owned brand’s new Invisible sun care line.

“CerAwards is a unique event that is helping CeraVe reinvent the way we do influence in the beauty world,” Vincent Chauvière said in his first interview since becoming the brand’s new global brand president in March.

CerAwards was initially launched in Spain in 2023. The competition has run annually since to recognize outstanding skin care content developed by creators, dermatologists and other healthcare professionals. For this year’s session, more than 5,000 submissions were received in local markets.

CeraVe, which aims to democratize dermatology globally, is the most recommended brand by dermatologists in the U.S. and in the top three worldwide, where it is recommended by approximately 90,000 dermatologists. It has more than 15 million followers on social media, where there are billions of videos devoted to the brand.

Attendees at the Global CerAwards represented a reach of more than 44 million followers combined.

“This year it’s happening in LA, because we want to be in the Hollywood film industry,” Chauvière said, explaining influencers there were given the tools of movie-makers to raise their content to the next level.

CeraVe Studios, a content creation experience held on a Hollywood studio lot, was central to the event. It included custom-built sets, professional actors and stuntpeople, who helped bring CeraVe cleansers and new sun care to life. The four experiences there included: Raywatch, a play on the TV show “Baywatch,” with a slow-motion Malibu beach run; the SPF Games, where players shielded themselves using XXL CeraVe sun care products; Sunt N’ Sweat, involving a rooftop chase, and Mission Cleanser, in which people moved fast through a laser-full set to retrieve CeraVe Foaming Cleanser.

The idea was to bring CeraVe’s “medutainment” – medical-education-meets-entertainment – approach to life by morphing product efficacy, bolstered by three essential biomimetic ceramides, into creator-led storytelling.

“That’s the tone of voice of CeraVe,” Chauvière said. “It’s fun, it’s cheerful, it’s unpretentious. The CerAward this year is a celebration of the launch of a new sun care line.”

The Global CerAwards ended at Los Angeles’ iconic Wiltern Theatre at an evening event Thursday hosted by actress and comedian Meg Stalter. The global judging panel included actress and content creator Bailee Madison, dermatologist and med-influencer Dr. Andrew Park, and CeraVe global senior vice president of medical affairs and communications Gene Colón.

Lakskika Airawartwantit won the CeraVe Studios, Cleanser Star award. Bariela De Graaf was granted the CeraVe Studios, Suncare Star award. Dimitra Liarakou walked away with the Winner Global Ceramide Creator of the Year award. Ricardo Cubba was the Winner Ceramide Breakout Star, while Sstfan Neaga was named Winner Global Medfluencer of the Year.

“It’s a great collective experience,” Chauvière said.

Global CerAwards laureates were inducted into the Cermaide Squad, which is the brand’s global creator collective.

CeraVe was founded in 2005 and is now a 2 billion euro-plus brand. It was created and is still developed with dermatologists.

“The ambition of CeraVe has always been to make dermatology accessible to all,” Chauvière said. “This is why the way we communication – the medutainment – makes a lot of sense.”

CeraVe is the most followed brand on TikTok within the L’Oréal group. It ranks second in the medical influence space. The brand is third in the skin care world generally, with about 30 billion views on all CeraVe platforms online in 2025.

The brand’s core consumers are Gen Z and Alpha.

CeraVe has been picking its growth pace back up since the second half of last year. Now, brand sales are growing by double-digits in all geographies worldwide and above the market.

Behind the momentum are three key shifts that will keep being built upon, according to Chauvière.

“One is fueling the brand with innovations,” he said, giving as an example the body Intensive Moisturizing Cream. “Half of the consumers are totally new to the brand – and particular Millennials and Gen X.”

Second is to stretch CeraVe into new categories, such as sun care currently and hair care, which launched in the U.S. in 2025.

“Number three is to keep uplifting our media model,” Chauvière said. CeraVe, for instance, signed a four-year official skin care partnership with the NBA in North America. It’s an example of the brand’s cultural relevance, where it connects with consumers beyond the dermatological, science and beauty worlds.

There will also be geographic expansion for CeraVe. It’s expected that in the next five years two-thirds of the brand’s growth should come from emerging markets.

“For us, mediatainment is very much at the crossroads of culture,” Chauvière said. “We believe we have this authority and possibility to move freely across these cultural spaces. It’s very much, in the end, about education, but in a fun, entertaining and surprising way.”

That’s where the Global CerAwards comes in, too. “It’s another way to connect culturally with our audience,” Chauvière said. “The brand is back, and the potential is absolutely huge.”