CeraVe has unveiled a new social-first campaign that places NBA star Kevin Durant at the center of a conversation about body care, appointing him the brand’s official “Face of Legs.” The multiphase effort, titled “Moisturize Like a Derm,” builds on the athlete’s long-running meme status around dry skin and reframes it as a platform for education and cultural engagement.
Instead of launching with a conventional announcement, the campaign unfolded gradually. Paparazzi-style images of Durant applying moisturizer at the gym began circulating online, followed by courtside signage and a post-game press conference question about his skincare routine. The staged moments were designed to mirror organic fan behavior, encouraging speculation before the brand stepped in with a formal reveal.
On February 10, CeraVe confirmed the partnership and introduced the “Face of Legs” title across social and digital channels, supported by out-of-home placements. Creative executions include Durant reading out critical social posts about his legs and a film in which his moisturized legs extend humorously down a corridor, leaning into self-awareness rather than avoiding it.
The campaign extends beyond entertainment. CeraVe brought board-certified dermatologists and skincare influencers into the rollout to underline the importance of full-body hydration. The brand introduced the term “skincidents” to describe everyday situations when body skin unexpectedly becomes visible, positioning dryness as common rather than embarrassing. According to questionnaires conducted by CeraVe, 87% of dermatologists consider body care to be as important as facial care when it comes to hydration, an insight that anchors the campaign’s educational layer.
“Moisturize Like a Derm” also reinforces CeraVe’s status as the NBA’s Official Skincare and Haircare Partner, announced last year. By embedding the activation within basketball culture and online commentary, the brand integrates sport, social conversation and clinical credibility into a single narrative.
The campaign was produced by OBB Media, with creative led by Bolded, OBB’s branded entertainment and content division, while Ogilvy handled PR. Through a structured, chapter-based rollout, CeraVe transforms a familiar internet talking point into a scalable platform that connects humor, expertise and NBA relevance.
