Dermatologist-developed skincare brand CeraVe is opening the second iteration of its ‘Back to School’ pop-up this month at Westfield London.

Running from 4-7 April, the high school-inspired space will encourage consumers to learn more about the brand’s three-step skincare routine, which spans Cleanse, Target and Moisturise.

Guests will be able to fill out one of CeraVe’s score cards as they navigate the educational space to identify their skin type and decide whether they’re ‘Team Hydration’ or ‘Team Clear Skin’, helping them to build a skincare routine based on their skin goals.


Designed to “put fun back into education”, visitors will have the chance to trial the products and receive advice, as well as access private skin consultations with the brand’s experts. It will also offer the opportunity to win merch and free samples.

Lauren Faulkes, Business Leader at CeraVe, said: “Finding the right skincare for you can be totally confusing.

“Join us at CeraVe High and we promise to keep it simple; immerse yourself in our dermatologist developed formulas, expert advice, and playful education. Trust us to deliver skincare you can trust and still have fun with.”

The pop-up has been developed by creative marketing agency Backlash, which specialises in creating pop-up experiences.

Carina Garcia, Senior Art Director at Backlash, said: “Skin concerns and the perfect routine for your skin is such a difficult area to navigate. So, it is a wonderful opportunity to take a science-backed product and turn it into a memorable experience that will provide so much value to everyone who takes part.”

It follows the launch of CeraVe’s first-ever pop-up in the UK last year, which also followed the ‘Back to School’ theme.

Taking place in Covent Garden, the activation celebrated the brand’s US heritage, alongside its medical-first approach to skincare and the role CeraVe plays in achieving healthy skin.