CeraVe takes on Gen Z 'tanmaxxing' with an SPF social series

CeraVe is confronting the viral 'tanmaxxing' trend head-on with a Tyler Cameron-fronted social series that turns a college sorority backyard into a sun-safe space, converting a risky Gen Z behaviour into SPF advocacy.

Meeting a risky trend where it lives

CeraVe has launched a social-first campaign responding to 'tanmaxxing' — the online trend of chasing extreme tans — by pitching Gen Z on sun protection. Fronted by reality star Tyler Cameron, the effort transforms a sorority (Tri Delta) backyard into a 'sun-safe' space.

Rather than lecturing, the brand meets the trend on its own turf: the same platforms and creators driving tanmaxxing are used to reframe SPF as aspirational, social and fun.

Why the approach is clever

Skin-cancer risk is a serious public-health issue — melanoma is among the most common cancers in young adults, and dermatologists warn that unprotected sun exposure is a leading, preventable driver. CeraVe turns that message into culture rather than a warning label.

Our read at Marketing Minute: brands too often fight harmful trends with finger-wagging that Gen Z tunes out. CeraVe instead co-opts the trend's own format — creators, backyards, social clips — to sell the healthier behaviour. That is how you change minds without preaching.

The playbook for purpose-led brands

If a trend threatens your category's values, do not ignore it and do not scold. Engage with the culture, borrow its formats and offer a more appealing alternative.

Casting the right creator matters: credibility with the target audience is everything. A relatable face plus a genuinely useful product message beats any amount of corporate messaging about safety.

Quick FAQ

What is CeraVe's tanmaxxing campaign?

It is a social-first series responding to the viral 'tanmaxxing' trend by promoting SPF to Gen Z, fronted by Tyler Cameron and centred on transforming a sorority backyard into a sun-safe space.

Why is CeraVe engaging with tanmaxxing rather than ignoring it?

By using the trend's own creators and social formats, CeraVe reframes sun protection as aspirational and fun — a far more effective way to change Gen Z behaviour than health warnings.

What can other brands learn from it?

When a trend threatens your category's values, engage with the culture and offer a more appealing alternative rather than scolding — and cast creators who genuinely carry credibility with your audience.

— Alicia Morris, Creative & Campaigns Writer at Marketing Minute

The takeaway: to shift Gen Z behaviour, co-opt the trend's own formats and creators — culture changes minds where corporate warnings can't.

When a risky trend hits your category, do you engage with the culture or just issue a warning?

If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk

Sources: Marketing Dive, Adweek, PR Newswire, Cosmetics Business.

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Written by Alicia Morris, Creative & Campaigns Writer at Marketing Minute