Neutrogena

Intent

Neutrogena is globally recognized as a trusted authority in skin health, renowned for its scientific expertise and dermatologist-recommended solutions. We needed to develop a campaign toolkit that celebrates the brand’s distinctive assets in order to build new memory structures and drive long-term brand recall.

A campaign toolkit that celebrates Neutrogenas distinctive assets

The challenge

As the market evolves, consumer expectations are shifting. While science and results remain critical, we needed to build emotional resonance and relatability to influence purchase decisions. To create master campaign assets that brought together an often fragmented portfolio. Blending the Neutrogena credibility with emotionally engaging storytelling,

The idea

The idea behind the campaign was to position Neutrogena as the ultimate partner in skin health, whether it’s overcoming acne, battling dryness, or achieving a radiant glow. The narrative not only highlights the efficacy of Neutrogena products but also strengthens emotional connections, making the brand memorable and relevant in the lives of its consumers.

The campaign ensured consistency in messaging and the use of distinctive brand assets, across all consumer touchpoints, creating a unified and seamless brand experience – strengthening recognition and reinforcing memory structures.

The campaign became the highest performing creative for Neutrogena across the year.

The impact

The success of the Asia Pacfifc brand campaign across markets influenced how all campaigns would be executed globally. This led to Elmwood being invited to create the big idea and campaign assets for the Neutrogena Olympics campaign featuring the Gold Medal Track & Field Star Sydney McLaughlin-Levrone aired on the NBC television network.

Powered by our data-driven content team, we played off the universal insight that while we all succumb to viral products, when push comes to shove, we reach for the tried and tested classics.

This campaign became the highest performing creative for Neutrogena across the year, worthy of a gold medal performance.

#1 GLOBAL Neutrogena campaign