The Tension
Neutrogena is an iconic skincare brand — loved globally for its efficacy and accessibility. For decades, the brand dominated the skincare market with dermatologist-backed products, big campaigns and celebrity endorsements. However, the landscape of skincare had started to shift. Brands like CeraVe were rapidly gaining ground and captured the attention of zillennials with their influencer-driven marketing, relatable content, and viral cultural moments.
It was clear: Neutrogena had to get its game face on and reconnect with the audience in a relatable, meaningful way.
The Power
We identified an opportunity in the 2024 Olympics — a global stage with immense reach and a spirit of high performance. With brand ambassador Sydney McLaughlin-Levrone on our side, we capitalised on the moment, harnessing her status as a role model and generational athlete to mirror Neutrogena’s own focus on performance and reliability.
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. The campaign captured Sydney in a very relatable moment as she prepared for her upcoming trip to Paris, packing products she considered vital.
Our message was loud and clear: Neutrogena believes in consistent performance, not fleeting trends. This narrative also allowed us to showcase Neutrogena’s product portfolio in a single spot, reminding viewers why the brand is the go-to choice for skincare enthusiasts.
And in the race to win the hearts of younger consumers, it was important that Neutrogena stayed true to itself. Unlike many brands who resort to absurdity and shock value to create impact, we leveraged Neutrogena’s distinctive brand assets and voice to achieve its short-term and long-term goals.
By delivering the right message at the right time, our simple yet insightful storyline of reliability and performance resonated deeply with our young audience.
Driven by a positive and relatable narrative, Sydney McLaughlin-Levrone’s authentic endorsement, and the brand’s confident claims of superiority, the campaign led to high levels of engagement both online and offline.
That’s why, Neutrogena is in more bathrooms than any other brand.