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Why Neutrogena is betting on science over skincare hype
Source: https://www.marketing-interactive.com/why-neutrogena-is-betting-on-science-over-skincare-hype
Goal: Encourage consumers to focus on dermatologist-backed skincare instead of social media trends.
Media: television, digital platforms, Instagram, TikTok, YouTube
Summary: Neutrogena launched a new global brand platform called 'Break the rules', focusing on science-backed skincare to counter social media beauty advice. The campaign highlights the importance of dermatologist-backed formulations, starting with their rapid wrinkle repair retinol regenerating cream. The campaign will run across various media channels and include experiential marketing at events like Lollapalooza.
From 17,000 Retinol Posts to a New Neutrogena Platform
Source: https://www.media-marketing.com/vijesti/od-17-000-objava-o-retinolu-do-nove-neutrogenine-platforme/
Goal: To challenge skincare myths and provide effective retinol solutions without irritation.
Claim: Visible results do not have to mean uncomfortable experiences.
Media: Social media, influencer collaborations, and live events.
Summary: Neutrogena's new campaign, 'Break the Rules', addresses common skincare myths surrounding retinol use, emphasizing that visible results can be achieved without discomfort. The campaign leverages social media discussions and aims to reposition dermatological advice into accessible, science-based solutions with the introduction of their Rapid Wrinkle Repair Retinol Regenerating Cream. It also includes partnerships with content creators and will extend to festival sponsorships.