Morning Routine
client
L'Oreal
campaigN
Morning Routine
BRAND
CeraVe
services
Social
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Challenge
Continue reinforcing CeraVe’s humorous tone to keep gaining ground with Gen Z — a generation known for preferring viral formats, especially parodies of overly polished influencer content.
With CeraVe, we wanted to join those trends and creators that set us apart from other skincare brands and help us reach a broader audience.
Solution
We identified the “Morning Routine”: a countercultural parody of perfect routines, where Gen Z showcased, with humor and drama, the chaos and lows of everyday life.
Choosing @owenn_27 as the main creator — with his irreverent style and nontraditional category codes — was key to breaking patterns and giving the message a twist. We combined humor and real-time trends with our moisturizing routine to turn a trend into a memorable brand moment that sparked conversation, connection, and above-average results for the category.
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