适乐肤登陆冰城哈尔滨

Core Insights - CeraVe has launched a winter campaign in Harbin, focusing on "barrier repair" to address skin issues caused by extreme cold and dryness, aiming to create a new standard in skincare experience [1][2][20] - The campaign integrates local culture and consumer needs, transforming traditional marketing into a narrative innovation that emphasizes the importance of skin barrier health [2][3] Group 1: Campaign Overview - The campaign features three main components: themed ice sculptures, a "repair ship" installation, and immersive experiences in local bathing centers, creating a matrix of repair check-in points [1][5][14] - CeraVe's collaboration with Harbin Ice and Snow World allows the brand to utilize local cultural symbols, such as ice sculptures, to visually communicate the concept of skin barrier repair [3][18] Group 2: Consumer Engagement - The campaign addresses common winter skin issues like dryness and irritation, emphasizing the need for skin stability and comfort rather than just hydration [2][20] - CeraVe aims to create a multi-sensory experience that connects the brand with local lifestyles, facilitating a natural transition from product visibility to usage [7][12] Group 3: Interactive Experiences - The campaign extends product experiences to various touchpoints, including RV hotel displays and interactive challenges, allowing visitors to engage with the brand in a playful manner [8][14] - In local commercial areas, CeraVe combines large ice sculptures with interactive sampling to reach both residents and tourists, enhancing the relevance of winter skincare [12][20] Group 4: Digital and Media Strategy - To amplify the campaign's reach, CeraVe will host a live-streaming event with a brand ambassador, aiming to attract over 7.9 million viewers and extend the local experience to a national audience [16][20] - The brand will also project its messaging onto iconic structures, creating visually impactful representations of its identity as a "barrier repair expert" [18][20] Group 5: Brand Positioning - CeraVe, founded by dermatology experts, focuses on skin barrier repair and aims to provide effective skincare solutions, with a new slogan emphasizing the importance of skin health [21]