Core Insights - CeraVe is addressing the emotional and psychological challenges faced by students during the new academic year by integrating its skincare philosophy with emotional support initiatives [1][3][13] Group 1: Project Overview - The initiative targets students experiencing "identity anxiety" during critical life transitions, providing support through a combination of online and offline activities [1][3] - The project launched in northern cities like Shenyang, Harbin, and Lanzhou, distributing "massive repair packages" to new students as a form of skin care assurance [3][5] Group 2: Online and Offline Integration - CeraVe is building a comprehensive support system that combines online and offline efforts to reach students effectively [5] - Offline activities include collaborations with the China Youth Development Foundation to spread the brand's repair philosophy across various student organizations, particularly in northeastern and northwestern regions [5] - Online initiatives involve partnerships with platforms like Bilibili and Xiaohongshu to create engaging content that resonates with students, aiming to reach millions [5] Group 3: Engagement Activities - The "Sharing Night" events at five universities foster a relaxed dialogue atmosphere, allowing influencers to share personal experiences on topics relevant to students [8][12] - These events incorporate CeraVe's product philosophy into discussions, promoting a message of "scientific skincare" as part of personal growth and emotional resilience [12][13] Group 4: Brand Philosophy and Long-term Vision - CeraVe's approach emphasizes understanding and supporting students during their moments of confusion and anxiety, positioning the brand as a reliable companion in their lives [13] - The initiative reflects CeraVe's commitment to evolving alongside a new generation, transcending traditional commercial boundaries to become part of their emotional landscape [13]