Overview
- CeraVe formally launched the global campaign on February 10 and unveiled Durant as the centerpiece of its body-care effort.
- A reveal video showing a seemingly never-ending pan up Durant’s now-moisturised legs capped a rollout built for viral sharing.
- Durant primed the announcement with a January 27 X post reading jokes about his legs and tagging @cerave with an ad disclosure.
- The initiative seeks to destigmatize viral “skincidents” and underscores that body skin is often drier than facial skin.
- CeraVe highlights its Moisturising Cream—developed with dermatologists, using three skin-identical ceramides and MVE Technology for up to 48 hours of hydration—with board-certified dermatologist Dr. Wallace Nozile featured in campaign content.