Creative agency 2045 has partnered with CeraVe to launch the brand’s new haircare range with a campaign built around a simple insight: most people treat dandruff as a flake problem, when it is often a hydration problem.
The campaign introduces CeraVe’s Anti-Dandruff and Gentle Hydrating haircare ranges through the platform “Game-Changing Hydration,” reframing scalp care through the lens of performance.
The work features Australian athletes Thanasi Kokkinakis and Mackenzie Arnold alongside dermatologist Dr Ryan De Cruz, pairing sporting credibility with clinical authority.
Across a series of films, the athletes treat dandruff and dry scalp as performance opponents, before transitioning into haircare moments that dramatise hydration as the real game changer.
The campaign highlights CeraVe’s dermatologist-developed formulas designed to eliminate visible flakes while protecting the scalp moisture barrier.
2045 ECD Christopher McKee said the idea was designed to introduce CeraVe to haircare in a way that felt culturally relevant while maintaining its clinical credibility.
“CeraVe has built enormous trust through dermatologist-developed skincare. As the brand moves into haircare, we wanted to show that hydration is the real performance advantage for scalp health. Sport gave us a natural way to dramatise that truth while keeping the work entertaining and memorable.”
Alana Pozzebon digital director, L’Oréal dermatological division, said the campaign helps reposition scalp care through education and storytelling.
Shadelle Smith senior brand manager CeraVe added: “Consumers are increasingly understanding that healthy hair starts with a healthy scalp. This campaign allows us to introduce our haircare range in a way that highlights the science behind hydration, while connecting with audiences through trusted sporting personalities.”
