NBA Star Kevin Durant Named CeraVe's 'New Face of Legs'

L'Oréal's Chief Creative Officer reveals the strategic thinking behind the viral 'Moisture Like a Derm' campaign.

Published on Feb. 14, 2026

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NBA superstar Kevin Durant was declared CeraVe's 'New Face of Legs' this week, the culmination of a guerrilla-style marketing campaign designed to address Durant's dry skin. The reveal on X from Durant, featuring a video clip of his rejuvenated skin and seemingly never-ending legs, has already racked up 41 million views. L'Oréal's Chief Creative Officer Adam Kornblum discusses the strategic thinking behind the viral campaign, the role of social listening and influencers, the brand's 'medutainment' philosophy, and their approach to brand storytelling.

Why it matters

The 'Moisture Like a Derm' campaign aims to change consumer behavior and put body skin health at the forefront, leveraging social media trends and 'skincidents' where people's dry skin is unexpectedly exposed. By tapping NBA star Kevin Durant, who has faced online teasing about his dry skin, the campaign seeks to destigmatize body skin issues in an entertaining and educational way.

The details

The campaign kicked off with a viral tease moment where Durant read 'mean tweets' about his dry skin, followed by a paparazzi-style photo of him working out next to a bottle of CeraVe moisturizer. This sparked speculation and conversation on social media. The team then brought in dermatologists to join the discussion and provide educational lessons. The campaign culminated in the 'Legs on Legs' video revealing Durant as the 'New Face of Legs', showcasing his moisturized skin. Future elements include limited basketball cards featuring Durant's legs.

  • The campaign first launched in early 2026 with Durant addressing 'mean tweets' about his dry skin.
  • In February 2026, Durant was spotted working out next to a bottle of CeraVe moisturizer, sparking more social media buzz.
  • The 'Legs on Legs' video revealing Durant as the 'New Face of Legs' was released in mid-February 2026.
  • Limited basketball cards featuring Durant's legs will launch in the coming months.

The players

Kevin Durant

An NBA superstar who was declared CeraVe's 'New Face of Legs' as part of the brand's viral 'Moisture Like a Derm' campaign.

Adam Kornblum

The Chief Creative Officer at L'Oréal, the parent company of CeraVe, who discusses the strategic thinking behind the campaign.

CeraVe

A therapeutic skincare brand owned by L'Oréal that launched the 'Moisture Like a Derm' campaign featuring Kevin Durant.

Dr. Nozile

A board-certified dermatologist who appeared in the campaign to provide expert commentary on skin health.

L'Oréal

The multinational cosmetics company that owns the CeraVe brand and oversaw the development of the 'Moisture Like a Derm' campaign.

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What they’re saying

“We live in this attention economy, and for brands, good disruption — good attention — is few and far between. But at the same time, it's not just disruption for disruption's sake. We need to tell good stories. These stories need to be truly earned first and also have guerilla marketing tactics baked in to cut through the noise.”

— Adam Kornblum, Chief Creative Officer, L'Oréal (Chief Marketer)

“We needed to focus on body moisturizers. Interestingly, body skin is really important because it's often neglected, despite being up to two times drier than facial skin. And 87% of dermatologists agree that moisturizing the body is actually as critical as facial care.”

— Adam Kornblum, Chief Creative Officer, L'Oréal (Chief Marketer)

What’s next

Limited basketball cards featuring Kevin Durant's moisturized legs will launch in the coming months as the next phase of the 'Moisture Like a Derm' campaign.

The takeaway

The 'Moisture Like a Derm' campaign demonstrates how brands can leverage social media trends, influencer partnerships, and a mix of humor and education to drive awareness and change consumer behavior around often overlooked areas of personal care, like body skin health.