CeraVe, the skincare brand owned by L’Oreal, is an unlikely cult hit among young consumers. Usually, newer brands such as Glossier and Kylie Cosmetics are firm favourites with Gen Z consumers.
The shift in CeraVe’s new cult status is largely thanks to TikTok social skincare-care influencer, Hyram Yarbro.
Yarbro’s account on TikTok – @skincarebyhyram – has 5 million followers, with almost 3 million subscribers on his YouTube channel. His feed consists of educational skincare videos, all offered to viewers in 60 seconds or less.
TikTok has become a key source of beauty information for Gen Z, people born between 1996 – 2010. With the #skincare reported to have around 10.9 billion views on the social platform.
In a recent TikTok video, Yarbro covered a broad spectrum of the best drugstore cleansers for every skin type, including the CeraVe’s salicylic acid-based cleanser, noting ”I’m always recommending this one.”
By featuring CereVa on his platofrm, Yarbro introduced the 15-year-old L’Oreal owned brand to a new consumer market who are focused on the efficacy of products.
”The assumption is that Gen Z is focused on colour, scents and visual aesthetics of makeup,” said Yarbo. ”But they are really into their health, skincare and researching the ingredients that go into products.”
CeraVe and Yarbo officially started working together in April, after his frequent praise for the brand.
Yabro’s influencer with Gen Z and generating awareness about CeraVe has had a visible impact, said Marc Toulemonde, President of L’Oreal’s North America Active Cosmetics division. ”It’s as if we have reached our 2020 plan to make CeraVe a winning brand for Gen Z in 2020.”
The popularity of CeraVe products also demonstrates a shift in consumer trends. The pandemic has promoted consumers to focus more on their health and well-being, including skincare, rather than their makeup routine.
With a large chunk of the population working from home, there’s little need to apply makeup the way we were before the pandemic, said Larissa Jensen, vice president and beauty industry analyst with market research firm NPD Group.
Source: CNN Business