CeraVe Partners with NBA to Enhance Skin Care Presence Through Innovative Initiatives
CeraVe, the leading dermatologist-recommended skin care brand in the U.S. and a subsidiary of L’Oréal, has announced its partnership with the NBA, marking its official debut as the league’s skin and hair care partner. This collaboration, revealed on October 6, 2025, will utilize both experiential and digital campaigns, beginning with a social-first teaser strategy aimed at maximizing engagement.
Key Highlights of the Partnership
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Integration Across Platforms: CeraVe will be featured in prominent NBA events, including the Emirates NBA Cup, and within the popular video game NBA 2K, thereby reaching diverse audiences.
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Philanthropic Initiatives: A significant aspect of this partnership is CeraVe’s “Care For All” program, providing dermatology check-ups and skin health education at Jr. NBA clinics, emphasizing the brand’s commitment to community welfare.
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Cultural Resonance: Jasteena Gill, Vice President of Marketing for CeraVe U.S., emphasized the power of sports to influence various cultural realms, including fashion and lifestyle. “The NBA transcends traditional sports, making it a valuable ally for CeraVe,” she stated.
Teaser Campaigns and Social Engagement
To generate buzz, CeraVe will collaborate with the popular parody Twitter account @NBACentel, marking its first brand partnership. The brand’s creative social channels will showcase content inspired by notable NBA cultural moments, enhancing consumer interaction and speculating on upcoming collaborations. CeraVe aims to replicate the success of its previous campaigns, including its high-impact Super Bowl activation.
Innovative Marketing Approach
This partnership builds on CeraVe’s past initiatives, such as the “Head of CeraVe” campaign featuring NBA star Anthony Davis, which integrated real user experiences and expert dermatological insights. Gill stated, “Engagement surged by combining real stories with educational content, and their importance will remain central to our branding efforts.”
CeraVe, established in 2005 and acquired by L’Oréal in 2017, has grown to be a $2 billion brand. Its focus on combining skin care with educational and entertaining content, termed “medutainment,” has propelled its popularity and consumer loyalty.
By leveraging genuine consumer insights and dermatological expertise, CeraVe continues to make strides in innovative marketing, meeting its audience where they are and sparking meaningful conversations in skincare.
