What moved (Aug '25 – Jul '26)
| Metric | Aug 2025 → Jul 2026 | Change |
|---|---|---|
| Awareness | 72% → 77% | +5pp |
| Consideration | 60% → 65% | +5pp |
| Claimed Usage | 44% → 50% | +6pp |
What's behind the growth
CeraVe's mission is to make effective, dermatologist-developed skincare accessible to everyone.
That mission has been the throughline of a deepening NBA partnership: CeraVe became the league's Official Skincare and Haircare Partner in October 2025, with US General Manager Esther Garcia saying: "At CeraVe, we are absolutely thrilled to join forces with the NBA because, like them, we believe in championing performance and well-being.
Our core mission is to make effective, dermatologist-developed care accessible to everyone.
Our partnership with the NBA is an exciting opportunity to reach a truly unparalleled audience, one that's passionate, engaged, incredibly diverse, and one that truly values performance especially when it comes to their skin barrier, head to toe." That partnership led into Kevin Durant's "New Face of Legs" in February 2026, a three-week campaign riffing on a 2021 viral post about Durant's legs.
The campaign drove a 43% sales lift, over 4.1bn PR impressions and 83 million organic video views, according to figures CeraVe gave Marketing Brew.
