By Heather Taylor, Editor-in-Chief, PopIcon
The internet first met Sarah V on May 22, 2025, through skincare brand CeraVe’s social media accounts on Instagram and TikTok. Upon introducing herself, Sarah V proudly announced she was a GOAT (both the animal and acronym which stands for the greatest of all time) and she had been born out of the comments left by legions of skincare enthusiasts online.
@cerave I know a GOAT when I see one 🧴🐐 I’m Sarah V. born from the comments, ready to meet the fans who manifested me. Who’s around this weekend? #CeraVeGOATed #CeraVe
Here’s the thing. We could talk about how years of countless praise for CeraVe’s products as the GOAT of skincare allowed a goat to literally manifest before our eyes thanks to all that brand love. Or, we could talk about Sarah V’s sense of style which is unlike anything we’ve seen from a new mascot before.
https://www.instagram.com/reel/DJ64eM1N98a/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA%3D%3D
Sarah V’s fit features a bomber jacket, a crossbody bag full of CeraVe and so many earrings we aren’t even sure what the shapes are or what they’re supposed to symbolize. She’s so tall and confident that she pulls it off no matter where she’s at or what she’s doing. (Exhibit A: check out her “West Village Girls” parody of a recent New York Magazine cover story alongside comedians Delaney Rowe and Veronika Slowikowska.)
PopIcon spoke to Cha Spruce, Ogilvy Executive Creative Director, North America, about bringing Sarah V and her fashion sense to life and why this campaign never intended to “make” a typical brand mascot out of Sarah V.
How did CeraVe decide on a campaign starring a goat mascot?
We wanted to do something that playfully celebrated our fans and invited them to participate with the brand in a new way and Sarah V was born from that. She really allowed CeraVe to show up in spaces where we don’t typically see brands.
Sarah V, and CeraVe products, are the GOAT, obviously. Were there any other characters in mind for this mascot or was it always going to be a goat?
I know it’s hard to believe, but we really didn’t explore other mascot options. This campaign wasn’t about creating a typical brand mascot; it was about showing the world that CeraVe’s facial moisturizer was goated by the people and dermatologists.
From that brief, Sarah V manifested as one way to demonstrate that superiority in a way that attracted curious Gen Zers.
How would you describe Sarah V to someone who isn’t chronically online?
Sarah V is a wide-eyed, seven-foot-tall Goat with skin so soft it feels like butter, ceramide ear piercings, and a bag full of CeraVe moisturizer to get you some, too.
Let’s talk about Sarah V’s overall look and accessories. How did you decide the mascot would wear a bomber jacket and multiple earrings?
Designing her style was the most fun! We wanted her to have a custom jacket because that’s what superfans wear to rep their teams, and Sarah is def team CeraVe. Her custom jacket was designed by Boho Basement and features custom patches including #1, CeraVe am/pm moisturizer bottles, GOAT logo and their essential ceramides. Her earrings were an easy way to nod to CeraVe’s product benefits while being a bit cheeky. In her ear we have three earring wedges representing the brand’s name, logo, a ceramide logo earring, and a MVE (MultiVesicular Emulsion Technology) logo earring. So, five total – she’s a CV bahhhhdie.
The team had a really fun time dressing Sarah! There were a few different clothing options that we tried, including a denim skirt and crop top. Ultimately, we just wanted to focus on her jacket and go a bit more minimalist. As a goat, Sarah V didn’t need to do the most.”
Sarah V has already collaborated with major human influencers. Are there any plans to have her partner alongside other major brands and their mascots?
The best thing about the internet is that it makes it so easy to connect with other mascots! We received a warm welcome from the mascot community in our comments on owned social, including Kool-Aid Man and the Pillsbury Doughboy. Creators are always an essential part of our approach with earned first creativity, so expect more collabs with some of your favs.
Looking ahead to the rest of 2025 and beyond, what’s next for CeraVe and Sarah V?
CeraVe is celebrating its 25th birthday this year, so there’s lots more planned as the brand commemorates this moment and looks to cement its status with a new generation. Maybe Sarah V will make another appearance – you’ll just have to wait and see!
Image Credits: WPP Onefluence, led by Ogilvy PR
About the Author
Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week’s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at howveryheather@gmail.com.
