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The Social-First Edutainment Campaign Champions Total Body Skin Health, Emphasising CeraVe's Solutions to Common Skin Issues
NEW YORK, Feb. 10, 2026 /PRNewswire/ -- CeraVe, the #1 recommended moisturiser brand by dermatologists worldwide, today announced the launch of its latest global campaign, "Moisturise Like a Derm," featuring basketball superstar Kevin Durant (KD). Recognising that body skin is often neglected despite being up to two times drier than facial skin, CeraVe is partnering with the basketball icon to highlight the importance of total-body hydration through its fan favorite CeraVe Moisturising Cream. With 87% of dermatologists agreeing that moisturising the body is as critical as facial care1, CeraVe is utilising Durant's authentic experience with dry skin to demonstrate how the brand's dermatologist-developed formulas provide superior solutions for all skin types.
CeraVe is teaming up with Durant to destigmatise "skincidents" – those viral, unexpected moments when neglected, dry skin is revealed to the world. A superstar on the court who's been previously called out for a lack of a moisturising routine, Durant has famously seen his own dry skin go viral in ongoing social conversation, making him an authentic voice for this global initiative. This disruptive, social-first campaign employed an engaging "edutainment" approach through collaborations with influencers and board-certified dermatologists, leveraging CeraVe's skin barrier authority to transform a viral meme into a masterclass on clinical hydration and dermatological health.
The Lay Up
To ignite a true cultural moment, the campaign kicked off with a series of viral "tease" moments designed to spark audience participation and speculation. The campaign started with Kevin Durant taking to social media to address viral 'mean tweets' about his dry skin. Then candid, paparazzi-style photos of Durant in the gym spotted with CeraVe Moisturising Cream ignited significant online buzz, with sports commentators and fans commenting on his newfound dedication to skincare. In true CeraVe fashion, board-certified dermatologists and "skinfluencers" also joined the conversation to transform this viral banter into valuable lessons on the science behind CeraVe Moisturising Cream's superiority, offering over 48 hours of hydration powered by the brand's signature three skin-identical ceramides and MVE Technology.
Slam Dunk
The campaign reached its crescendo today as Durant officially announced himself as CeraVe's new "Face of Legs" in a social media video. The video shows a "never-ending" journey up Durant's moisturised legs, serving as the ultimate rebuttal to years of social media discourse regarding his dry ankles. The campaign will continue with additional content featuring board-certified dermatologist Dr. Wallace Nozile, who helps ensure Durant stays moisturised during a campaign photoshoot. By spotlighting this transformation, CeraVe leverages its Moisturising Cream to drive awareness for total-body hydration through a relatable, "edutainment" lens.
"We're excited to bring our 'Moisturise Like a Derm' platform to life through Kevin Durant's authentic story, to change behavior surrounding the importance of total-body hydration," said Melanie Vidal, CeraVe Global General Manager. "With 87% of dermatologists agreeing body care is as critical as facial care, we're using our expertise and insight to deliver this message in a way that reaches new audiences in today's fast-paced culture."
CeraVe Moisturising Cream
Developed with dermatologists, CeraVe Daily Moisturising Cream is a rich, non-greasy, fast-absorbing moisturiser for normal to dry skin on the face and body. Formulated with three skin-identical ceramides, it locks in skin's moisture and helps maintain the skin's protective barrier. This cream provides 48 hours of hydration, a stronger skin barrier in just one hour, and an 80% reduction in dry skin symptoms2.
- Key Ingredients: Enriched with 3 skin-identical ceramides (EOP, NP, & AP) to replenish vital lipids, Hyaluronic Acid for essential moisture balance, Dimethicone to improve skin softness and flexibility, and Petrolatum to relieve dry, flaky, or irritated skin by creating a physical barrier to trap moisture.
- MVE Technology: A unique multi-layer delivery system, MVE Technology encapsulates moisturising ingredients and gradually releases them over time, offering continuous delivery to the skin's surface for longer-lasting hydration.
- Gentle on Skin: Non-drying formula
- Non-Comedogenic: Won't clog pores
"In my practice, I often see patients who meticulously care for their face but neglect moisturising their body which is just as important," said Board Certified Dermatologist, Dr. Wallace Nozile. "I recommend CeraVe Moisturising Cream to my patients because it is formulated to do more than just hydrate. Its combination of three skin-identical ceramides and MVE technology is clinically proven to repair the skin barrier in just one hour, providing the long-lasting hydration that allows patients to feel comfortable in their own skin."
The global campaign will be featured across social and digital platforms, as well as OOH placements across various markets.
For more skincare tips and product information, visit CeraVe at www.cerave.com or on Facebook (@ceraveusa), Instagram (@cerave), TikTok (@cerave), and X (@cerave).
| 1Source: CeraVe Dermatologist Questionnaire 3/22 |
| 2Source: 4-week clinical study conducted on subjects with dry to very dry skin. Moisturising Cream was applied 2x daily on the leg. |
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About CeraVe
Founded in 2005 with a mission to provide therapeutic skincare for all, CeraVe creates products developed with dermatologists to restore and maintain the skin's natural barrier. All CeraVe formulas are enriched with three skin-identical ceramides (ceramides 1, 3, and 6-II), with select products featuring MVE Technology for controlled, long-lasting hydration. CeraVe is the #1 dermatologist-recommended skincare brand in the US1 and is recommended by over 90,000 dermatologists worldwide2. It is now available in over 100 countries across the globe. For more information, visit the brand on Facebook (@ceraveusa), Instagram (@cerave), TikTok (@cerave), X (@cerave), or visit www.cerave.com.
| 1IQVIA, ProVoice Survey, rolling 12-month data as of December 2025
2Survey conducted among the dermocosmetic market carried out by APLUSA and other partners between January 2025 and May 2025, involving dermatologists in 29 countries. |
The Social-First Edutainment Campaign Champions Total Body Skin Health, Emphasising CeraVe's Solutions to Common Skin Issues
NEW YORK, Feb. 10, 2026 /PRNewswire/ -- CeraVe, the #1 recommended moisturiser brand by dermatologists worldwide, today announced the launch of its latest global campaign, "Moisturise Like a Derm," featuring basketball superstar Kevin Durant (KD). Recognising that body skin is often neglected despite being up to two times drier than facial skin, CeraVe is partnering with the basketball icon to highlight the importance of total-body hydration through its fan favorite CeraVe Moisturising Cream. With 87% of dermatologists agreeing that moisturising the body is as critical as facial care1, CeraVe is utilising Durant's authentic experience with dry skin to demonstrate how the brand's dermatologist-developed formulas provide superior solutions for all skin types.
CeraVe is teaming up with Durant to destigmatise "skincidents" – those viral, unexpected moments when neglected, dry skin is revealed to the world. A superstar on the court who's been previously called out for a lack of a moisturising routine, Durant has famously seen his own dry skin go viral in ongoing social conversation, making him an authentic voice for this global initiative. This disruptive, social-first campaign employed an engaging "edutainment" approach through collaborations with influencers and board-certified dermatologists, leveraging CeraVe's skin barrier authority to transform a viral meme into a masterclass on clinical hydration and dermatological health.
The Lay Up
To ignite a true cultural moment, the campaign kicked off with a series of viral "tease" moments designed to spark audience participation and speculation. The campaign started with Kevin Durant taking to social media to address viral 'mean tweets' about his dry skin. Then candid, paparazzi-style photos of Durant in the gym spotted with CeraVe Moisturising Cream ignited significant online buzz, with sports commentators and fans commenting on his newfound dedication to skincare. In true CeraVe fashion, board-certified dermatologists and "skinfluencers" also joined the conversation to transform this viral banter into valuable lessons on the science behind CeraVe Moisturising Cream's superiority, offering over 48 hours of hydration powered by the brand's signature three skin-identical ceramides and MVE Technology.
Slam Dunk
The campaign reached its crescendo today as Durant officially announced himself as CeraVe's new "Face of Legs" in a social media video. The video shows a "never-ending" journey up Durant's moisturised legs, serving as the ultimate rebuttal to years of social media discourse regarding his dry ankles. The campaign will continue with additional content featuring board-certified dermatologist Dr. Wallace Nozile, who helps ensure Durant stays moisturised during a campaign photoshoot. By spotlighting this transformation, CeraVe leverages its Moisturising Cream to drive awareness for total-body hydration through a relatable, "edutainment" lens.
"We're excited to bring our 'Moisturise Like a Derm' platform to life through Kevin Durant's authentic story, to change behavior surrounding the importance of total-body hydration," said Melanie Vidal, CeraVe Global General Manager. "With 87% of dermatologists agreeing body care is as critical as facial care, we're using our expertise and insight to deliver this message in a way that reaches new audiences in today's fast-paced culture."
CeraVe Moisturising Cream
Developed with dermatologists, CeraVe Daily Moisturising Cream is a rich, non-greasy, fast-absorbing moisturiser for normal to dry skin on the face and body. Formulated with three skin-identical ceramides, it locks in skin's moisture and helps maintain the skin's protective barrier. This cream provides 48 hours of hydration, a stronger skin barrier in just one hour, and an 80% reduction in dry skin symptoms2.
- Key Ingredients: Enriched with 3 skin-identical ceramides (EOP, NP, & AP) to replenish vital lipids, Hyaluronic Acid for essential moisture balance, Dimethicone to improve skin softness and flexibility, and Petrolatum to relieve dry, flaky, or irritated skin by creating a physical barrier to trap moisture.
- MVE Technology: A unique multi-layer delivery system, MVE Technology encapsulates moisturising ingredients and gradually releases them over time, offering continuous delivery to the skin's surface for longer-lasting hydration.
- Gentle on Skin: Non-drying formula
- Non-Comedogenic: Won't clog pores
"In my practice, I often see patients who meticulously care for their face but neglect moisturising their body which is just as important," said Board Certified Dermatologist, Dr. Wallace Nozile. "I recommend CeraVe Moisturising Cream to my patients because it is formulated to do more than just hydrate. Its combination of three skin-identical ceramides and MVE technology is clinically proven to repair the skin barrier in just one hour, providing the long-lasting hydration that allows patients to feel comfortable in their own skin."
The global campaign will be featured across social and digital platforms, as well as OOH placements across various markets.
For more skincare tips and product information, visit CeraVe at www.cerave.com or on Facebook (@ceraveusa), Instagram (@cerave), TikTok (@cerave), and X (@cerave).
1Source: CeraVe Dermatologist Questionnaire 3/22
2Source: 4-week clinical study conducted on subjects with dry to very dry skin. Moisturising Cream was applied 2x daily on the leg.
CONTACTS:
Mia Kain
Beecher Halladay
CeraVe
Ogilvy
Mia.Kain@Loreal.com
Beecher.Halladay@Ogilvy.com
About CeraVe
Founded in 2005 with a mission to provide therapeutic skincare for all, CeraVe creates products developed with dermatologists to restore and maintain the skin's natural barrier. All CeraVe formulas are enriched with three skin-identical ceramides (ceramides 1, 3, and 6-II), with select products featuring MVE Technology for controlled, long-lasting hydration. CeraVe is the #1 dermatologist-recommended skincare brand in the US1 and is recommended by over 90,000 dermatologists worldwide2. It is now available in over 100 countries across the globe. For more information, visit the brand on Facebook (@ceraveusa), Instagram (@cerave), TikTok (@cerave), X (@cerave), or visit www.cerave.com.
| 1IQVIA, ProVoice Survey, rolling 12-month data as of December 2025
2Survey conducted among the dermocosmetic market carried out by APLUSA and other partners between January 2025 and May 2025, involving dermatologists in 29 countries. |
1IQVIA, ProVoice Survey, rolling 12-month data as of December 2025
2Survey conducted among the dermocosmetic market carried out by APLUSA and other partners between January 2025 and May 2025, involving dermatologists in 29 countries.
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
Basketball Superstar Kevin Durant Becomes the "New Face of Legs" in CeraVe's Latest "Moisturise Like a Derm" Campaign
HANGZHOU, China, April 3, 2026 /PRNewswire/ -- A research team led by Zhen-Xing Endowed Professor Jian Yang at the School of Life Sciences, Westlake University, together with collaborators, published their latest findings in Nature on April 1. The study innovatively developed a pangenome-informed genome assembly (PIGA) method. By combining a cost-effective hybrid sequencing strategy of long and short reads, the team successfully constructed a pangenome for over a thousand individuals. This achievement breaks through the limitations of previous small-sample pangenomes and provides a critical foundational infrastructure for medical and population genetics research.
Since the completion of the Human Genome Project, single linear reference genomes (such as GRCh38) have served as the foundation for biomedical research. However, the genetic backgrounds of human individuals vary significantly, and a single reference genome cannot capture the full extent of genetic diversity across populations. This leads to complex forms of genetic variations, such as structural variants (SVs) and tandem repeats (TRs), being overlooked in traditional analyses. To address this challenge, researchers proposed the concept of a pangenome—a collection of genome sequences representing the genetic diversity of a population.
While advancements in long-read sequencing have enabled the assembly of high-quality diploid genomes, the high costs of sequencing have limited the sample sizes of previous pangenomes to only a few dozen individuals. Such small sample sizes are insufficient to accurately estimate the frequency of genetic variants in populations or to resolve low-frequency variants and high-complexity regions. Therefore, developing a cost-effective pangenome construction strategy for large-scale populations has become an urgent requirement for resolving the functional impact of complex variants and enhancing clinical diagnostics.
Yang's team has long been dedicated to methodological research in statistical genetics, genomics, and the big data analysis of human complex traits. By developing efficient computational methods, the team has consistently tackled core challenges in processing large-scale genomic data. Analysis tools developed by the team, such as GCTA-GREML, SMR, and gsMap, have been widely adopted globally. To address the challenge in constructing large-scale pangenomes, the research team developed the pangenome-informed genome assembly (PIGA) workflow (Fig. 1). Unlike de novo assembly approaches, which rely on sequencing data from individual samples, PIGA adopts a pangenome-guided framework to integrate sequence information across the entire cohort. It fully leverages a cost-effective hybrid sequencing strategy based on modest-coverage Illumina short-read and PacBio long-read whole-genome sequencing (WGS) data. This approach substantially reduces sequencing costs while enabling the assembly of genomes from modest-coverage data, thereby providing a practical new technical pathway for future population-scale hybrid sequencing studies.
Applying this method, the research team constructed the world's largest human pangenome to date, comprising 1,116 diploid genomes with a mean quality value (QV) of 46. The pangenome identified 405.3 million base pairs (Mb) of non-reference sequences absent from current references (GRCh38 and CHM13). Notably, the team annotated 26.2 Mb of these sequences as functional genic and predicted regulatory elements, greatly expanding our understanding of the non-reference sequences in the human genome.
Leveraging the large-scale assembly dataset, the researchers compiled a comprehensive catalog of genetic variation. In addition to 35.4 million small variants, the catalog captured a wide range of complex variants, including 110,530 SVs, 485,575 TRs, and 0.86 million nested variants embedded within non-reference sequences.
Using this catalog, the team characterized medically relevant variations at multiple scales (Fig. 2), including gene-altering SVs, pathogenic TR expansions, gene cluster variations, and HLA gene haplotypes. These findings indicate that the 1KCP variant catalog provides an important reference for the clinical screening of pathogenic mutations.
By integrating gene expression data, the team conducted pan-variant expression quantitative trait loci (eQTL) mapping. They identified 3,256 eQTLs involving complex variants (SVs, TRs, and nested variants), elucidating the regulatory complexity of these diverse variant types.
Together, this study significantly advances our understanding of complex genetic variants and their functional implications, establishing a new paradigm for human health research and pangenome studies in other species.
Ph.D. student Yifei Wang and Research Assistant Professor Zhongqu Duan are the co-first authors of the study. Professor Jian Yang is the last author. This work was supported by the National Natural Science Foundation of China, the National Key R&D Program, the Zhejiang "Pioneer & Leading Goose" Program, and the New Cornerstone Science Foundation. Computational resources were provided by the High-Performance Computing Center at Westlake University.
Professor Jian Yang's research group is dedicated to developing statistical genetics and bioinformatics methods. By deeply analyzing genomic and multi-omic data from large-scale population cohorts, they aim to uncover the genetic architecture and molecular mechanisms underlying complex diseases, translating these discoveries into novel strategies for disease diagnosis, drug target discovery, and precision medicine.
Related links:
Paper link: https://www.nature.com/articles/s41586-026-10315-y
Jian Yang lab website: https://yanglab.westlake.edu.cn/
Media contact:
Chi Zhang
media@westlake.edu.cn
+86-15659837873
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
Assembling Over 1,000 Human Genomes Affordably: New Method Powers Medicine's Future
