CeraVe strengthens focus on UK market as it tours universities with latest pop-up

CeraVe is continuing to engage with UK consumers as it tours universities across the country to help educate students on the benefits of its dermatologist-developed skincare.

The activation encourages guests to learn more about the US-based brand's three-step skincare routine, which spans Cleanse, Target and Moisturise, particularly in relation to treating blemish-prone skin.

Focusing on CeraVe's Blemish Control range, the space aims to help students find skincare solutions to address this common skin concern. As part of this, visitors can access expert and personalised advice.

The pop-up is also offering free samples, exclusive merchandise, and discount codes for consumers to shop the brand's products online.

When & Where

• 25 April - Birmingham University, Outside the Guild of Students, B15 2TU.
• 26 April - Warwick University, Outside the Student Union, CV4 7AL.
• 29 April - Nottingham University, Djanogly Terrace, NG7 2RD.
• 30 April - Manchester University, Spa Street near the Students Union, M13 9PR.
• 1 May - Liverpool University, Outside the Guild of Students, L3 5TR.
• 2 May - Leeds University, Outside University House, LS2 9JZ.
• 3 May - Newcastle University, Outside the Student Union, NE1 8QB.

The activation has been developed by creative marketing agency Backlash, which specialises in creating pop-up experiences.

Rebecca Pratt, Account Director at Backlash, said: "It is such a joy to take the CeraVe brand on a UK tour, as it is a rarity these days for brands to reach out to consumers experientially on a national scale.

"CeraVe has the perfect products for students’ skincare needs, and we are excited to see the positive results the University Tour delivers."

It follows the launch of CeraVe's previous pop-ups in London, having opened in Covent Garden last year and Westfield London earlier this month. Both activations followed the same 'Back to School' theme.