CeraVe is taking a fresh approach to sun care education with a social-first campaign designed to address the rise of “tanmaxxing” and other tanning trends among Gen Z. Promoting its Invisible Mineral Sunscreen SPF 50, the brand has partnered with TV personality Tyler Cameron and dermatologist Dr. Chloe Goldman to create an entertaining content series that encourages healthier SPF habits through relatable storytelling.

Rather than relying on traditional awareness messaging, CeraVe blends education with entertainment by transforming a Florida sorority house into a sun-safe outdoor space complete with shade structures, UV awareness features and sunscreen stations. The campaign is a strong example of how brands can tap into cultural conversations and creator-led content to drive behaviour change, making an important message feel engaging, relevant and actionable for younger audiences.