CeraVe, America’s favorite moisturizer brand*, is about to launch in international markets to meet the growing global demand for affordable and simple skincare products. Acquired by L’Oréal in 2017, CeraVe will be promoting its range of facial and body moisturizers and cleansers in a series of launches during 2018, including in France.
While the international market will signal a new chapter in the CeraVe story, the strategy will be based on a unique business model that has been successfully pioneered in the United States. This involves product distribution through a range of channels – drugstores, specialized distributors, major retail chains and online retailers – and communications that are based on the recommendations of consumers and healthcare professionals alike. “We are working together with dermatologists and pediatricians, and will continue to do that as we develop CeraVe for international markets”, explains Penelope Giraud, General Manager.
A formulation rich in oils that strengthens skin’s natural barrier
From a product perspective, the international move will draw heavily on the reasons behind CeraVe’s success in the United States. Developed in 2005 with dermatologists, its portfolio of products restores skin’s natural barrier against dryness and irritation, thanks to the use of three essential ceramides – 1, 3, and 6-II. To guarantee a hydrating effect that lasts throughout the day, CeraVe also developed a revolutionary Multivesicular Emulsion Technology (MVE) to release the skin-identical ceramides, layer by layer. This innovation in skincare means there is a more gradual, controlled penetration of the moisturizing ingredients, compared to traditional treatments.
Easy to apply, the benefits for consumers have been highlighted in numerous studies. A daily application of CeraVe lotion has been proven to reduce the symptoms of atopic dermatitis**, while CeraVe products have also been shown to ease the symptoms associated with acne, eczema, and rosacea when used in conjunction with existing treatments. CeraVe quickly established itself in the U.S. market and is now the most recommended skincare brand by U.S. dermatologists***. Furthermore, over 20 of its products are also recommended by the National Eczema Association****.
Effectiveness that gets talked about
The marked improvement in skin conditions after using CeraVe products has made them a talking point for consumers and physicians alike. Word-of-mouth has been a key factor in CeraVe’s success, with those voices being amplified by internet forums and discussion groups. The international launch will give CeraVe a golden opportunity to leverage the global reach of the internet and to build brand awareness among new online communities of consumers and healthcare professionals. As the launch dates come closer, a vast audience of CeraVe advocates is ready to be created.
*Source: ProVoice (part of IMS Health), rolling 12 months data as of November 17.
**Allergic pathology affecting the skin and most often children
***Source: ProVoice US data report – Annuel Market, from 1st quarter 2016 to 1st quarter 2017, for moisturizing cream face and body