CeraVe brings Back to School pop up to Covent Garden with agency Backlash

CeraVe is opening its doors for the first time in October for a “Back to School” themed pop-up to help educate consumers on the CeraVe skincare portfolio and medical approach to great skin.

The immersive pop-up will feature various high school-themed spaces including a ‘Cleansing Lab’ where attendees will learn about their skin type, the ‘Ceramides Classroom’ hosting multiple opportunities to unlock special discount codes and exclusive merch via retail partner Look Fantastic and a gym-themed space for myth-busting and education.

General Manager for CeraVe UK and Ireland, Cecile Lux says, “We are thrilled to be welcoming people to CeraVe’s first ever UK pop-up event. This immersive experience is set to educate and inspire brand fans and consumers on the ‘CeraVe difference’”.

The pop-up has been informed by consumer insights, with the biggest questions being asked around what comprises the products in their skincare routines. Research confirms that more education is needed, with only 6% of skincare users use ceramides in their routine**, despite the ingredients helping to maintain the integrity of the skin barrier and hold hydration in the skin.

The visually impactful pop-up space will draw on the brand’s US heritage, as well as the medical-first approach to skincare and the role CeraVe’s centre and star ingredients play in achieving healthy skin, “As a brand developed by dermatologists, it is really important we bring this to life in the pop-up and it is why we are working with the National Eczema Society to ensure we can make skincare knowledge accessible,” says Lux

The pop-up is set to feature the iconic CeraVe range you know and love, allowing guests to experience the product first hand, have expert advice and learn about their skin type to walk away with knowledge on their skin health.

“From the central London location of Covent Garden, our hope for the pop-up is to connect with CeraVe’s loyal consumers in person, immersing them even further in the CeraVe story, as well as providing access to incredible experts in skincare, including industry-leading dermatologists,” says Lux

Carina Garcia, Senior Art Director – Backlash comments “Working with a brand and product that is so heavily dermatologically driven to create a fun and immersive ‘edu-tainment’ experience for consumers has been a fantastic creative challenge  – The experience has been designed to speak to all levels of skincare consumers, whether they are just starting their skincare journey or are diehard fans.”

Rebecca Pratt, Account Director – Backlash comments “I am passionate about beauty pop ups and the innovative experiences they can deliver for brands and consumers alike. So to work on CeraVe’s first ever UK pop up has been a beauty fan’s dream come true  – I cannot wait to see guests reaction to the CeraVe brand world that has been created.”


19th – 22nd October

The Stables, Covent Garden (40 Earlham St, London WC2H 9LH)



** Report Name: Skincare U&A 2022

Sample: n=475 female skincare users aged 16+

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