COLORADO SPRINGS, Colo. – Valeant Pharmaceuticals North America LLC, makers of CeraVe® skincare products, announced thecontinuation of its partnership with USA Swimming through 2016 as the exclusive skincare sponsor for the 400,000-member national governing body.
Swimmers use CeraVe®, the therapeutic line developed with dermatologists, to manage dry skin, which is common among swimmers who arefrequently exposed to chlorine, water and sun. Over time, ceramides which are naturally present in skin become depleted, leading to dry andirritated skin. Only CeraVe® delivers the vital ceramides healthy skin needs through MVE®, a patented, controlled-release MultivescularEmulsion technology that penetrates the skin’s surface, to help rebuild the skin’s protective barrier and lock in moisture all day.
“Since 2009 when we first partnered, it’s become a regular sight to see CeraVe products on the deck and in the stands at USA Swimming meetsand practices. Swimmers, coaches and spectators need to take care of their skin and 75 percent of our membership uses a moisturizer to help,”said Matt Farrell, USA Swimming Chief Marketing Officer.
“We are very pleased to continue our partnership with USA Swimming,” stated Joe Gordon, General Manager, Consumer Health Care at ValeantPharmaceuticals. “We trust this sponsorship will help to further generate awareness and trial for the CeraVe brand, while providing a benefit for swimmers and their skincare concerns.”
Partnership elements include extensive sampling of CeraVe® products at top USA Swimming sanctioned meets, with an anticipated attendanceof nearly 100,000 people, including athletes, coaches, families and fans. In fact, USA Swimming revealed that the majority of athletes and theirfamily members, fans and coaches are viewed as influencers – often asked by friends for their advice before making a skincare related purchase.
The partnership will also allow for increased brand exposure across social media platforms through a dedicated hashtag, #SkinLovesCeraVe. Swim meet attendees will have the opportunity to capture their experience with the brand through a shareable photo that can then be mergedonto a branded animated GIF. Additionally, participants who share their feedback through a brief survey via handheld iPads will be treatedto complimentary product samples and coupons for future purchases.
Valeant Pharmaceuticals joins USA Swimming’s elite roster of corporate sponsors, including Arena, AT&T, BMW, Marriott, Mutual of Omaha,Myrtha Pools, OMEGA, Phillips 66, Speedo and TYR. For more information, please visit www.valeant.com and www.usaswimming.org.
Swimming news courtesy of USA Swimming.
