CeraVe drafts Carmelo Anthony as 'head coach' for first hair-care push via NBA tie-up
L'Oréal-owned CeraVe extends its NBA/WNBA partnership into hair care, naming Carmelo Anthony to front a dandruff and scalp-health campaign aimed at diverse male shoppers — a category-expansion play beyond its skincare core.
CeraVe taps NBA star Carmelo Anthony as 'head coach' for its first hair-care campaign tied to its NBA partnership, focused on dandruff and scalp health, targeting diverse male audiences.