CeraVe partners with 100 male student-athletes to boost awareness for men’s skin care

Originally posted on The NIL Deal | By Seamus McAvoy | Last updated 2/27/23

Controversy sometimes follows NIL agreements, but the latest news in the NIL world seeks to be blemish-free — literally.

CeraVe, a leading skincare brand, has recently signed agreements with 100 male student-athletes in an effort to reach the college-aged market and dispel some of the myths surrounding men and health and beauty care.

The agreements were reached using Postgame, which describes itself as an NIL marketing agency that connects brands with the more than 60,000 student-athletes currently in the company’s player portal.

“Maintaining healthy and moisturized skin in the winter is very important, especially with the cold temperatures in Western New York,” Shane Lancaster, who plays basketball for Niagara University, wrote on Instagram. “Thank you @cerave for the Daily Moisturizing Lotion and Moisturizing Cream. Go get yours today!”

CeraVe has built an ardent following of Gen Zers in recent years, particularly during the first year of the pandemic, and now ranks as the favorite brand for people between the ages of 18 and 25.

Between May 2020 and April 2021, the brand’s earned media value (a metric for quantifying the value of social media content) grew by 70% to $30.1 million, while its influencer network also expanded.

Excited to announce my partnership with CeraVe! My skin care while being an athlete is very important and @cerave helps me with doing that after practices and competitions. Get your #1 recommended products today! #WinterskinWin #cervapartner #developedwithderms @Postgame_NIL pic.twitter.com/pIGMceSoiG
— Jared Humphrey (@Jhumphrey_13) February 5, 2023

TikTok, a platform particularly popular with young people, is awash with health and beauty influencers and content creators touting the virtues of CeraVe’s products, from the mega-famous D’Amelio family to social media’s resident dermatologist. On TikTok, the #cerave hashtag currently has 4.7 billion — yes, billion — views.

Smooth play requires smooth skin.

Syracuse WR Oronde Gasdsen uses @cerave to keep himself smooth on & off the field pic.twitter.com/dZ0fyC0h1u
— Out2Win (@out2winsports) February 21, 2023

The agreement also signals CeraVe’s focus toward the male market, which in 2020 made up less than one percent of a $532 billion beauty industry.

There has long been a perception that men don’t care about their skin or grooming in general — the popularity of 3-in-1 shampoos may lend some credence to that myth — but there’s reason to believe times are changing.

This article first appeared on The NIL Deal and was syndicated with permission.

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