Hello, and welcome to the Scene 2 Seen Podcast! I am your host Valerie Complex, an associate editor and film writer at Deadline.
12.03.2024 - 00:01 / deadline.com
“This is my worst nightmare,” exclaimed the social media influencer-podcaster Bobbi Althoff atop her first SXSW panel today “Superstar Brands: Connection in the Era of Creators.”
At first the 11 million-strong deadpan talk show interviewer looked like she was going to melt into liquid onstage in a puddle of shyness. This certainly wasn’t going to be a discussion about underground train systems in LA and missions to Mars ala Elon Musk’s chat with Jonathan Nolan back at SXSW 2018.
However, Althoff warmed up as she sat on stage with L’Oreal’s CeraVe SVP & Global Head of Digital Marketing, Adam Kornblum, and Chief Digital & Marketing Officer Han Wen. For it finally became revealed how the Aubrey Plaza-type personality became a lynchpin in the grand master marketing plan of the beauty conglom leading up to Super Bowl Sunday with their CeraVe product.
In sum, Althoff in her Jan. 25 sit down with Michael Cera was an essential component in spreading the intriguing viral narrative that the Barbie actor was the architect of the CeraVe beauty line.
Truth is, he’s not. But, boy, did the product’s profile get raised from the ruse. L’Oreal bought the CeraVe brand in 2017. The advanced skincare product line was founded in 2005.
The whole social media sensation with CeraVe began back in January 2020 when filmmaker Tyler Perry made a comment online about needing skin moisturizer. Tom Allison, founder of CeraVe, responded by offering to Perry the product. Allison’s tweet to Perry racked up 30,7K likes and close to 2k retweets. Perry wound up take a selfie with the skin product.
“It was a big moment,” said Kornblum, “Each day we try to crack the culture.”
In re-igniting CeraVe this year, Kornblum told the JW Marriot room in Austin,
Hello, and welcome to the Scene 2 Seen Podcast! I am your host Valerie Complex, an associate editor and film writer at Deadline.
When it comes to affordable beauty buys, then Maya Jama's recommendations will certainly have you covered.
Switzerland’s Locarno Film Festival will celebrate the centennial of Columbia Pictures with an expansive retrospective titled The Lady with the Torch, mounted in collaboration with the studio’s parent company, Sony.
Olivia Rodrigo is putting her own stamp on Nicole Kidman‘s 2021 commercial for AMC Theaters.
Larsa Pippen is explaining how she realized Marcus Jordan was not the one for her.
Steve Clarke won’t throw the baby out with the bathwater after a Dutch drubbing as he looks to earn a first win in seven games when Northern Ireland visit Hampden for a friendly.
EXCLUSIVE: In a competitive situation, Peacock has handed a straight-to-series order to romantic dramedy The Miniature Wife, starring and executive produced by Elizabeth Banks (Pitch Perfect) and Matthew Macfadyen (Succession), from Michael Ellenberg’s Media Res (The Morning Show, Pachinko).
Join Fox News for access to this content Plus special access to select articles and other premium content with your account - free of charge. Please enter a valid email address.
Following Showtime‘s decision not to proceed with a new season of Uncoupled after Netflix‘s cancellation, the series’ cast is breaking their silence.
Princess Catherine (aka Kate Middleton) is speaking out about her health following weeks of speculation and public concern, and she revealed that she’d been diagnosed with cancer.
When "Stranger Things" star Millie Bobby Brown marries fiance Jake Bongiovi, it will be her "Papa" officiating the wedding. Brown's co-star Matthew Modine, who played Dr.
First Lady Jill Biden will make a fundraising swing through Southern California later this week, as she headlines events in Los Angeles and the Palm Springs area. She also will speak at the Human Rights Campaign Los Angeles dinner on Saturday.
EXCLUSIVE: As Greg Daniels continues to work with a group of writers on what could become an expansion of The Office universe, Nathan For You co-creator Michael Koman has emerged as a leading creative voice. If Daniels’ new mockumentary exploratory project gets greenlighted to series, Koman will serve as the offshoot’s co-creator, Deadline has learned.
It’s time to break out the corn cob pipe, the can of spinach and maybe consider whether we’re scrapping the barrel of I.P. and brands, people.
Raoul Peck, the filmmaker behind Academy Award-nominated documentary I Am Not Your Negro, is in production on his next feature doc — an investigation into the 2021 assassination of Haitian president Jovenel Moise, tentatively titled, The Hands That Held the Knives.
William Earl administrator Sydney Sweeney is one of Hollywood’s biggest stars, but fans are sure to be shocked by her wild new horror movie that pushes her creativity in front of and behind the camera to new extremes. “Immaculate” is the third project that director Michael Mohan and Sweeney have collaborated on, after the 2018 series “Everything Sucks!” and the 2021 thriller “The Voyeurs.” Their newest creative vision is a project filled with twists, blood and a surprising amount of horniness for a movie set at an Italian convent. Sweeney plays Cecilia, an American nun who transfers to Italy and is forced to face a lot of dark secrets hidden in the walls of the gorgeous nunnery.
A slate of Broadway newcomers drew strong audience figures last week, with several – An Enemy of the People, The Notebook and The Who’s Tommy filling every seat and then some.
Becky G took the Oscars stage to perform “The Fire Inside” from the Eva Longoria-directed film Flamin’ Hot.
The 2024 Oscars may be this weekend, but there are still plenty of ways to stream all of the Best Picture nominees from Hollywood’s biggest night right from the comfort of your own home. This year, the Academy of Motion Picture Arts and Sciences nominated 10 films — including Greta Gerwig’s “Barbie,” the Christopher Nolan epic “Oppenheimer” and the Emma Stone-led “Poor Things.”Other nominees for the award include “American Fiction,” “The Zone of Interest,” “Anatomy of the Fall,” the Bradley Cooper-led “Maestro,” “Past Lives,” “Killers of the Flower Moon” and “The Holdovers.” The official ceremony, hosted by Jimmy Kimmel, will be held at the Dolby Theatre in LA on Sunday, March 10.
Michael Schneider Variety Editor at Large “The Masked Singer” didn’t have to look far to find a fill-in for panelist Nicole Scherzinger, who spent the fall starring in Andrew Lloyd Webber’s Sunset Boulevard on London’s West End. Singer/songwriter Rita Ora has served as a panelist on “The Masked Singer UK” for several seasons — making it an easy trip across the pond to take Scherzinger’s chair alongside Ken Jeong, Jenny McCarthy Wahlberg and Robin Thicke. U.S.