CeraVe has introduced its Blemish Control Range in India alongside an integrated campaign titled ‘Acne Care Matlab Treat & Repair’. The initiative combines dermatologist-developed formulations with locally relevant narratives to encourage conversations around acne and reduce the stigma associated with it.
The campaign is built on a common observation that many young people in India often turn to quick fixes, ranging from home remedies to harsh treatments, without considering the long-term impact on their skin. Through this platform, the brand highlights science-based, dermatologist-recommended solutions designed not only to address acne but also to support skin barrier repair and overall skin health.
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“Acne is a key need in India, and at CeraVe, we are dedicated to making dermatologically backed skincare solutions accessible to Indian consumers," said Rami Itani, Director, L'Oréal Dermatological Beauty, India. "With the Blemish Control range and the campaign ‘Acne Care Matlab Treat & Repair’, we're building a stigma-free space for conversations driven by dermatological expertise, empowering young consumers with science-backed solutions that treats acne holistically. As we strengthen our presence in India, we will continue to emphasize on the importance of a healthy skin barrier supported by our essential ceramides for resolving skin concerns.”
To bring its latest campaign to life, the skincare brand adopted an approach that combined dermatological expertise, cultural relevance, and humor. At the center of the initiative was the “Acne Academy,” designed in a back-to-school format to educate influencers through interactive sessions. These included a science-focused class led by the brand’s Research & Innovation team, a sports and arts segment blending education with entertainment, and a masterclass by dermatologist Dr. Mukta Sachdeva, who simplified acne care for participants.
The digital leg of the campaign was amplified through comedian Kaneez Surka’s viral “Acne Leave” open letter, which crossed five million views and sparked a trending petition. Humor was used as a medium to make a serious subject more approachable. Further traction came from over 200 creators who participated in the campaign, generating around 84 million impressions. The campaign also expanded beyond launch, with influencer-driven content and social media activations reaching more than 20 million young Indians across platforms such as Snapchat, OTT, and other digital spaces, creating a cultural conversation that moved beyond product-focused messaging.
Alongside the campaign, the brand introduced its Blemish Control Range in India, marking its entry into the acne and post-acne care category. The line includes a cleanser, gel, and retinol serum, designed to address different stages of acne care. The products, developed with ceramides, aim to balance treatment of blemishes with repair of the skin barrier, offering an alternative to harsher solutions.
Acne Academy Video:
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