# CeraVe Launches Social Media Series to Promote Sunscreen to Gen Z The brand's campaign highlights skin health over the trend of excessive tanning. - **Source:** [Marketing Dive](https://www.marketingdive.com) - **Published:** 2026-08-11 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/649ca59f-7d77-4afd-8edd-984981a7555a ## Campaign Background CeraVe has launched a new social media series targeting Gen Z's growing interest in tanning. The campaign addresses the 'tanmaxxing' trend, which involves risking skin health for a bronzed look. Supported by L'Oréal, the campaign uses home renovation-themed content to engage the audience. This approach aims to make the message both fun and impactful. ## Target Audience and Strategy CeraVe's target audience consists of Gen Z individuals aged 18-25. The brand leverages their active social media presence and trend-following habits. The campaign uses home renovation themes to capture their attention. This strategy ensures the message is delivered in an entertaining and relatable way. ## The Tanmaxxing Trend Tanmaxxing has become a popular trend among Gen Z, involving skipping sunscreen for a bronzed look. CeraVe highlights the negative effects of this trend on skin health. The campaign emphasizes the serious risks of tanning, such as skin cancer. This message aims to educate young people about the importance of skin protection. ## Home Renovation-Themed Content The campaign uses home renovation-themed content to engage Gen Z. These posts creatively balance the appeal of tanning with the necessity of skin protection. The content has gained significant traction on social media platforms. CeraVe's approach effectively captures the audience's attention while delivering its message. ## Skin Protection Awareness CeraVe aims to raise awareness about skin protection through this campaign. The brand stresses the importance of sunscreen and the risks of excessive tanning. This message is particularly targeted at Gen Z to educate them about skin health. The campaign includes content developed with dermatologists' input. ## Social Media Impact The campaign has made a significant impact on social media platforms. The content quickly garnered thousands of likes and shares. Gen Z's engagement has helped CeraVe achieve its goals. The brand attributes this success to its effective social media strategy. ## Brand Image and Trust CeraVe aims to strengthen its brand image through this campaign. The brand positions itself as a trusted source for skin health. This initiative seeks to build trust among Gen Z consumers. CeraVe reinforces this trust with dermatologist-recommended products. ## Results and Future Plans CeraVe's campaign marks a significant step in raising skin protection awareness among Gen Z. The brand views this success as a foundation for future initiatives. CeraVe plans to reach broader audiences with similar strategies. This approach aligns with its goal of promoting skin health to a wider demographic. ## Sources covering this story - https://www.marketingdive.com/news/cerave-tackles-tanmaxxing-in-social-series-to-pitch-gen-z-on-spf/827365/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._