Skin Care and Acne Treatment, Now Through Gaming
CeraVe and digital activity / PR CeraVe
The dermocosmetic skincare brand, committed to healthy skin for all, understands the complex challenges parents face when their children are drawn to every passing trend related to skincare and acne treatment. Given that teenagers spend many hours in front of computer games, CeraVe is taking an innovative approach and bringing education about skin care and acne treatment directly into the digital world. In collaboration with the Israeli startup ReachPlayers, interactive game experiences were developed within the popular platforms Roblox and Minecraft, empowering teenagers and giving them tools to learn in an experiential and accessible way.
Adolescence is a challenging period for teenagers, and dealing with pimples adds to that challenge and sometimes harms their self-confidence. With proper treatment, and especially by making sure to wash facial skin correctly with a product that does not dry it out, it is possible to maintain skin health and prevent pimples. The lifestyle of young gamers includes stress, touching the face after contact with a dirty keyboard, eating snacks high in fat, and irregular sleep habits, all of which may be factors in acne breakouts, so it is important to educate teenagers properly about treatment on the platforms where they spend their time.
In CeraVe’s virtual world, players will meet Dr. Cermy, a young dermatologist, who will provide information about the causes of pimples and the ways to prevent and treat them with the brand’s Blemish Control line. Beyond theoretical learning, the game will include interactive elements in which players will destroy the agents harmful to facial skin and thereby earn unique virtual items that will enhance their gaming experience on the platform.
According to Dr. Elgit Yeshurun, a dermatology specialist, "Maintaining a healthy skin routine is essential for everyone, and especially for teenagers whose lifestyle includes unique challenges. Irregular sleep, stress, and processed food with a high glycemic index may damage the skin barrier, cause sensitivity, dryness, and worsen skin diseases such as acne, which affects about 85% of teenagers. Beyond the physical discomfort, such as pain and irritation, these conditions have a significant effect on self-image. Simple steps at home such as daily facial cleansing, moisturizer suited to the skin type, short breaks to drink water, and of course sun protection, can help maintain skin health and build self-confidence."
Guy Danman, CEO of the dermocosmetics division at L'Oréal Israel, said, "Our goal in this unique campaign is to provide teenagers with the tools and knowledge they need to care for healthy skin, in a fun and interactive way within the digital world. We believe that computer games are not only entertainment, but also a tool with educational potential and allow us unprecedented reach to a young target audience."
According to Michael Anu, CEO of ReachPlayers, the collaboration with CeraVe presents exceptional innovation in the digital and experiential marketing world. "This is an opportunity to enhance the user experience and provide real value to players. The educational content will be integrated into the games, allowing the brand to reach the audience in a focused and measurable way."
