CeraVe: Making Dermatologist Skincare Feel Trustworthy on TikTok
Aliunity activated a nationwide micro-influencer network to turn CeraVe's clinically-backed formulas into routine-based content that reads as trusted advice, not advertising.
Skincare buyers don't trust claims — they trust routines
CeraVe's formulas are developed with dermatologists, but that credibility doesn't automatically transfer to a cold scroll on TikTok. The objective was to increase trust and drive first-time conversions among people who were actively building or fixing a skincare routine — not superfans, just people trying to solve a skin problem.
The risk with a brand this established is defaulting to polished, ad-like content that reads as a commercial the moment it appears in-feed. That format doesn't move a skeptical skincare audience.
40+ micro-creators, chosen for routines — not reach
We activated a network of micro-creators across the beauty and skincare space rather than a small number of large names. At that follower tier, a skincare routine reads as personal experience rather than a paid placement, which matters more for a trust-driven purchase than raw reach does.
- Routine-based storytelling — morning and night regimen content instead of single-product callouts.
- Ingredient education — creators spoke to ceramides and hyaluronic acid in plain language, matching how people actually research skincare before buying.
- Native-first distribution — content built for TikTok and Reels specifically, not repurposed from a different format.
Built to feel unscripted — while staying on-message
Every creator was briefed on ingredient claims and compliance-safe language, then given room to shoot in their own space, in their own voice. The goal was authentic routine integrations optimized to hold attention in the first three seconds, not commercials with a skincare theme.
Aliunity managed creator casting, briefing, content approvals, and delivery timelines end to end, so CeraVe's team reviewed finished concepts rather than managing 40+ individual creator relationships directly.
Education content outperformed product-first content
The campaign generated 3.2M+ cumulative impressions at an 11.4% average engagement rate — well above typical branded content benchmarks — alongside a 6.8% conversion uplift on tracked landing pages and a 38% increase in branded search during the campaign window.
Strategic takeaway: for trust-sensitive categories like skincare, routine-based education from a wide bench of micro-creators builds more credibility — and converts better — than a smaller group of high-reach names delivering product callouts.
Want a campaign built like this one?
Tell us your category and goals — we'll come back with a creator shortlist and a direction.