Last night in Los Angeles, more than 100 content creators from 22 countries gathered for CeraVe’s inaugural Global CerAwards. But beyond the Hollywood sets, celebrity judges and creator challenges, the event revealed something far more significant: a blueprint for the future of beauty marketing.
For decades, beauty brands relied on traditional advertising campaigns and celebrity endorsements to reach consumers. Today, influence operates differently. Consumers increasingly discover skincare through creators, dermatologists and online communities, placing trust, education and authenticity at the centre of modern brand building.
Few brands have embraced that shift as successfully as CeraVe.
This week, the dermatologist-developed skincare brand brought together 111 award-winning creators from 22 countries in Los Angeles for the first-ever Global CerAwards, a global creator platform celebrating the educators, dermatologists and content creators helping shape how consumers discover and learn about skincare online.
Originally launched in Spain in 2023, the CerAwards has evolved into an international initiative recognising excellence in skincare content creation. This year alone, the programme received more than 5,000 submissions across 22 markets before selecting 111 winners to compete in the global finale.
Under the leadership of newly appointed Global Brand President Vincent Chauvière, the Global CerAwards offered a glimpse into how CeraVe is scaling its creator-first philosophy internationally while continuing to build upon the scientific credibility that has defined the brand since its founding.
The New Rules Of Beauty Influence
Today’s consumers are exposed to more skincare information than ever before. Social media has transformed the way people learn about ingredients, routines and treatments, creating a new generation of highly informed beauty consumers.
In this environment, traditional advertising alone is no longer enough. Brands must earn attention through expertise, relevance and education.
For CeraVe, that has meant building a model where creators, dermatologists and healthcare professionals work together rather than operating in separate worlds.
The brand’s success on social media has been driven by this collaborative approach. Today, CeraVe reaches more than 15 million followers globally and generates billions of video views across platforms, powered by a community of creators, medfluencers and skincare enthusiasts who continue to make dermatologist-led skincare education more accessible.
According to Chauvière, that commitment remains central to the brand’s future.
“CeraVe has always believed in meeting consumers where culture happens, and we were among the first brands to harness the power of social platforms to make dermatological education more engaging and accessible,” he explains. “With the inaugural Global CerAwards, we’re taking that commitment even further by bringing together 111 creators from 22 countries for a one-of-a-kind Hollywood experience designed to push the boundaries of storytelling, spark creativity and redefine what’s possible when creators, science and entertainment come together.”
Why The CerAwards Matter
Hosted across multiple days in Los Angeles, the Global CerAwards transformed skincare education into entertainment through CeraVe Studios, an immersive content creation experience hosted on a Hollywood studio lot.
Complete with custom-built sets, professional actors and stunt performers, creators were challenged to develop educational content around skincare science and product performance.
Experiences included Raywatch, a beach-inspired challenge demonstrating sand-resistant sunscreen technology; The SPF Games, designed to showcase water-resistant protection; Stunt N’ Sweat, highlighting sweat-resistant performance; and Mission Cleanser, which used laser obstacles to educate creators about skin barrier health.
The concept perfectly captured what CeraVe describes as “medutainment” – combining medical education with engaging storytelling.
Importantly, the event also served as the launch platform for CeraVe’s new suncare category, one of the brand’s most significant expansions to date.
Rather than unveiling the collection through a traditional press conference or campaign rollout, CeraVe placed creators at the centre of the launch, encouraging them to experience the products first-hand and translate their performance into educational content for global audiences.
A New Era Of Suncare
The introduction of the new suncare collection represents a natural evolution of CeraVe’s long-standing commitment to skin barrier health.
Developed with dermatologists, the range combines broad-spectrum UV protection with the brand’s signature three essential ceramides, which are identical to those naturally found within the skin and help restore and maintain the skin barrier.
The collection includes Invisible Hydrating Sunscreen SPF 50+, Invisible Hydrating Sunscreen SPF 30, Invisible Dry Touch Fluid Sunscreen SPF 50+, Invisible Hydrating Fluid Sunscreen SPF 50 and Invisible Sun Stick SPF 50+.
While each formula has been tailored to different skin types and lifestyles, all share the same focus on combining effective daily sun protection with barrier-supporting skincare technology.
It is a category launch that feels particularly relevant as consumers become increasingly aware of the role UV exposure plays not only in premature ageing but also in compromising skin barrier function.
Built On Science. Amplified By Creators.
Since its founding in 2005, CeraVe has built its reputation on science-backed skincare and dermatologist expertise.
At the heart of every formulation sits the brand’s commitment to skin barrier education and its use of three essential ceramides, helping consumers better understand the relationship between hydration, protection and long-term skin health.
Board-certified dermatologist and creator Dr. Andrew Park believes that creator partnerships play a vital role in bringing that education to wider audiences.
“CeraVe has always understood the power of social media to make skin health education more accessible, and they’ve been a pioneer in bringing dermatologists into those conversations,” he says. “Experiences like this don’t just inspire creativity — they help raise the bar for what skincare education can look like on social media.”
The Future Of Beauty Marketing
What happened in Los Angeles this week was ultimately about more than awards, creators or even product launches.
It was a demonstration of how beauty brands are evolving in an increasingly digital world.
The future of beauty marketing will not belong to brands that simply capture attention. It will belong to those that build trust, foster communities and empower consumers through education.
By bringing together creators, dermatologists and skincare enthusiasts from around the world while simultaneously launching a major new category, CeraVe has offered a compelling example of what that future might look like.
In an industry where influence is constantly evolving, one thing remains unchanged: consumers trust the brands that help them learn. And increasingly, that trust is becoming beauty’s most powerful form of influence.
