Valeant Extends USA Swimming Alliance

Valeant Pharmaceuticals North America LLC, makers of CeraVe skincare products, is continuing its partnership with USA Swimming through 2016 as the exclusive skincare sponsor for the 400,000-member national governing body.
 
“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 meets and practices. Swimmers, coaches and spectators need to take care of their skin and 75% of our membership uses a moisturizer to help,” said Matt Farrell, USA Swimming chief marketing officer.
 
Partnership elements include extensive sampling of CeraVe products at top USA Swimming sanctioned meets, with an anticipated attendance of nearly 100,000 people, including athletes, coaches, families and fans. In fact, USA Swimming revealed that the majority of athletes and their family 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 merged onto a branded animated GIF.  Additionally, participants who share their feedback through a brief survey via handheld iPads will be treated to complimentary product samples and coupons for future purchases.
 
“We are very pleased to continue our partnership with USA Swimming,” said Joe Gordon, general manager, consumer health care at Valeant Pharmaceuticals. “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.”