Dermatologist-developed skincare brand CeraVe is opening its first-ever ‘Back to School’ themed pop-up, to help educate customers on the its skincare range and medical approach to healthy skin.
The pop-up space will be divided into different high school sections: a ‘Cleansing Lab’, where guests can learn about their skin type and receive 1-2-1 skin consultations with Dermatologists and experts, the ‘Ceramides Classroom’ offering special discount codes and exclusive merchandise via retail partner Look Fantastic and a gym-themed space for myth-busting and education. 'Students' will learn, take tests and at the end graduate and receive a diploma.
So go through a day at CeraVe High and identify your skin type in the CeraVe lab, gain a deeper knowledge of what products form the foundation of your skincare routine, and experience the Ceramides classroom to unlock how to #moisturiselikeaderm. After you graduate top in your skincare class, visit the LOOKFANTASTIC cafeteria to purchase and leave with your new CeraVe routine.
There are also plenty of insta photo ops: show you’re a true fan and rep the CeraVe High colours, blue and white, to create that picture-perfect moment in the space.
'CeraVe High' event celebrates CeraVe’s American heritage and is inspired by American high school aesthetics. The activation will allow visitors to explore the iconic CeraVe range, try the products first hand, have expert advice and learn about their skin type to improve their knowledge on skin health and how to achieve a simple yet effective CeraVe skincare routine.
On planning the pop-up, the event was informed by consumer insights to provide the best educational experience; customers highlighted a lack of understanding regarding the products available in the skincare range. Research shows that more education is needed, with only 6% of skincare users use ceramides in their routine, despite the ingredients helping to maintain the integrity of the skin barrier and hold hydration in the skin.
The pop-up is hosted by creative marketing agency Backlash.
Cecile Lux, General Manager for CeraVe UK and Ireland, said: “We are thrilled to be welcoming people to CeraVe’s first ever UK pop-up event. This immersive experience is set to educate and inspire brand fans and consumers on the ‘CeraVe difference’."
“As a brand developed by dermatologists, it is really important we bring this to life in the pop-up and it is why we are working with the National Eczema Society to ensure we can make skincare knowledge accessible.”
“From the central London location of Covent Garden, our hope for the pop-up is to connect with CeraVe’s loyal consumers in person, immersing them even further in the CeraVe story, as well as providing access to incredible experts in skincare, including industry-leading dermatologists."
Carina Garcia, Senior Art Director – Backlash said: “Working with a brand and product that is so heavily dermatologically driven to create a fun and immersive ‘edu-tainment’ experience for consumers has been a fantastic creative challenge - The experience has been designed to speak to all levels of skincare consumers, whether they are just starting their skincare journey or are diehard fans.”
Rebecca Pratt, Account Director – Backlash added: “I am passionate about beauty pop ups and the innovative experiences they can deliver for brands and consumers alike. So to work on CeraVe’s first ever UK pop up has been a beauty fan’s dream come true - I cannot wait to see guests reaction to the CeraVe brand world that has been created.”
When: 19 - 22 October 2023
Where: The Stables, 40 Earlham Street, Covent Garden, London WC2H 9LH
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