Ch. 11- Developing and Managing Products

Hello all! A new skincare brand, Cerave, was to be launched to the public and the media using relatively unknown attribute terminology such as "barrier repair" and "ceramides." The brand's objective was to become the #1 Cleansing and Moisturizing in drugstores nationwide.


LCG was retained in 2004 while the brand was still in development. The agency's first initiative was to assist the brand by incorporating its dermatologist partners in the PR program's launche phase to give the brand greater editirial authority.

Next, the agency took word "launch" literally by "launching" the CeraVe brand in 2005 with a special editorial event at the Rose Central for Earth & space at the American Museum of Natural History in New York City. Including Coria Laboratories' marketing respresentatives in the launch activity, CeraVe was introduced to the press with a simulation of a rocket launch and the premise that if Cerave was effective enough to mostorize the skin, it was effective enough to moisturize ab arid planet!

The lunch for beauty editors was complete with a mock mission-control center and visual presentation complete with a rocket launch and smoke which created editorial excitement for the brand. Futher, LCG separated CeraVe from the "skincare pack" using creative, attention-getting communication vehicles and frequetly interfaced editors with dermatologist to help them develop their own stories.

Ch. 8 - Segmenting and Targeting Markets

Cerave Baby, a new line by Valeant Pharmaceuticals North America, has announced it has been awarded the National Eczema Association (NEA) seal of Acceptance for three more of its products, and will soon be displaying the seal on its packaging.

The products are CeraVe Baby was & Shampoo, baby Moisturizing lotion, and Baby Diaper Rash Cream, which are all free of fragrance, paragons, and sulfates. With the inclusion of these three products, 11 ceraVe products have been awarded the NEA  seal of acceptance. The Seal of acceptance criterial include review of testing results on sensitivity, safety and toxicity, as well as ingredient and formulation data.

The National Eczema Association is a patient-oriented organization guided by physicians and scientists, that is dedicated to improving the quality of life for people who suffer from eczema and sensitive skin. The New Seal further helps these individuals to make informed purchasing decisions and recognize skincare products that are suitable for eczema or sensitive-skin.

Jon Reed, Senior Brsnd Manager for Veleant, stated, "We are honored that the CeraVe baby product were awarded the NEA Seal of acceptance and we strongly support the National Eczema Association in its mission to help parents make informed decisions when caring for their baby.

CeraVe  Baby's packaging is white, with a logo in blue. The diaper rash cream is in squeeze, while the moisturizing lotion and wash/shampoo are in plastic rectangular shape bottles with pump dispensers.

Ch. 15- Marketing Communications

CeraVe is adrugstore staple. From the brand's sunscreen to it's moisturizing cream and its foaming facial cleanser, you've probably had at least one of it's products in your medicine cabinet at one point or another. And this winter, cerave has added another must-have ( and, of course, budget-friendly) item to its roster: Cerave Healing Ointment, which couldn't have come at a more perfect time.

Chapped lips, dry elbows, tight skin, cracked feet-ugh, it's all happening.( How many days until spring?) luckily, this jar of goodness soothes all of the above - plus, it's good for cuts and such. It's certainly not the first all- haling ointment out there (duh), but this new formula has a unique quality ( or lack thereof) that makes it stand out from the rest. Unlike a different blue- packaged balm we all know and love, Cerave Healing Ointment is not sticky. Seriously, no stick at all. And it's not too greasy, either. As someone who suffers from an Irrational fear of being covered in sticky stuff ( long story), this scores big for me.

Achieving a silky smooth texture was one of the main goals Cerave had when creating this product- a process which took three years working with some of the country's top terms. In the end, the brand come up with a lightweight, non- comedogenic formula that is free of lanolin ( the fatty stuffy found in sheep's wool and many beauty products) and includes three moisturizing ceramics. It's also fragrance - free and hypoallergenic, so it's great for people with sensitive skin and other skin issues, like eczema. In fact, it's earned the national Eczema Association seal of acceptance, which is a big deal.

But my final selling point goes back to my sticky- phobia. I have heard that many people ( including one Jennifer Aniston) use Vasiline instead of eye cream, but personally, the thought of that texture on my face gives me the newbie- jeebies. Ans even though Cerave's new ointment was also designed to be used on your face and is safe for underage area, the idea still made me squeamish. But since I was already so impressed with the feel and wanted to experience the product's full effect. I clenched my teeth and went for it. As you may  have guessed, I was pleasantly surprised. My eyes didn't instantly look like i'd slept a full eight hours or anything, but the ointment did feel soft on my skin and absorbed in easily- not greasy at all.

It's up in the air whether I will keep the ointment- as eye cream thing in my skin- care regimen long enough to see any result, but I will undoubtedly be slathering it on my hands, feet, and elbows all winter long.

Cerave Healing Ointment, $14.99 available at CVS.com.