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The Skin-Care Brand That’s Unexpectedly All Over TikTok

L’Oréal-owned mass-market brand CeraVe went from staid dermatologist mainstay to Gen Z social media darling. As younger skin-care consumers focus more on ingredients and value, and less on product aesthetics and prestige positioning, the brand’s strategy offers a case study for mass beauty brands seeking new audiences.
CeraVe products lined up on a shelve.
CeraVe products are a hit with Gen-Z. (CeraVe)

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