The Ask
Take something from the world of health and wellness and make it feel fresh, culturally relevant, and actually fun.
The Problem
We found that 33% of men have no skincare routine at all.
Well We Found That
“42% of Gen Z men need someone to confront them about their self-care regimen in order to make change.” - Practical Dermatology
Big Idea
Introducing (Drum Roll Pleaseee!)
THE BARE MINIMUM
Our moodboard gives the feel and vibe of our execution.
Execution
FOR MEN WHO DON’T DO SKINCARE
So We Asked
How can we reduce that 33% to a solid 0%?
confronts men by asking them the truth about their skincare, and encouraging them to leave their old habits behind.
will launch the campaign with a comedic, 60-second tv spot, built from interviews with 5 men.
The unfiltered campaign footage exposes what men do (or don’t do) in their skincare routines.
Socials
This campaign will go even further, taking over their social media platforms.
Instagram Reel #1
Caption: CeraVe is always here to help the men who don’t do skincare.
#bareminimum.#formenwhodontdoskincare
Instagram Reel #2
Caption: You take our cleanser… and moisturizer… and suddenly you get... this ✨
#bareminimum.#formenwhodontdoskincare
TikTok #1
Caption: How I feel after CeraVe helped me with my skincare.
Cleanser
Moisturizer
#bareminimum.#formenwhodontdoskincare
TikTok #2
Caption: Is a man you know neglecting his skin? Its time to teach him how to do the bare minimum...
#bareminimum.#formenwhodontdoskincare
Carousel Instagram Post #1
Caption: The three stages of washing your face with shampoo... don’t be Xavier guys. CeraVe is always here to help the men who don’t do skincare.
#bareminimum.#formenwhodontdoskincare
Team Member
Manuela Franco
Instagram Post #2
Caption: CeraVe These are hilarious but Its time for you guys to do the bare minimum. Go buy our cleanser and moisturizer, its so easy and simple!
#bareminimum.#formenwhodontdoskincare
