As a marketing student in my final semester, I have recapped and reviewed Neutrogena's recent campaign.

1. Neutrogena
“Skin U”
Campaign
Savvy Business Move for Mature Brand

2. Overview
Neutrogena just launched
their Skin U Campaign
where consumers can be
connected with Neutrogena
scientists to answer their
skin-care questions and
debunk myths.

3. Target
THEY HAVE DECIDED TO
USE TIKTOK FOR THESE
PROMOTIONAL VIDEOS
IN AN ATTEMPT TO
ATTRACT MEMBERS OF
GEN Z
THIS IS A SMART
DECISION BECAUSE
OVER 46% OF USERS
ON TIKTOK ARE
BETWEEN THE AGES OF
10 AND 29 (STATISTA,
2021)

4. Why TikTok?
TikTok has been one of the most influential
platforms for consumer product sales over the past
few years
It has also been filled with skincare misinformation,
making the campaign concept fit the platform
perfectly
TikTok creators have made it “trendy” to read and
understand ingredient lists

5. Contest
The campaign has an added contest
aspect where those who send in relevant
stories or questions are entered for a
chance to win $5,000 of prizes and a
virtual one-on-one lesson with a
specialist
This element ensures the campaign will
have participants by offering incentives
to be involved

6. Influence
In order to bring attention to the new
campaign, Neutrogena has partnered with
brand ambassador Chloe x Halle, Amy
Chang, and China Anne McClain
This decision will envoke not only attention
but trust because these influencers have
loyal, trusting fans. These individuals are
also well known for having good skin
and/or caring about skin-care and health.

7. Consumer Trust
This campaign will show consumers
that Neutrogena cares about the
ingredients they use, safety of their
consumers, and knowledge of
product effectiveness

8. References
Retrieved from Marketing Dive: https://www.marketingdive.com/news/neutrogena-debunks-
skincare-myths-in-first-tiktok-campaign/606656/
Rahman, E. (2021, September 23). Neutrogena Launched its First TikTok Campaign to Debunk
Myths. Retrieved from TrendHunter: https://www.trendhunter.com/trends/neutrogena
Statista. (2021). Distribution of TikTok users in the United States as of March 2021, by age group.
Retrieved from Statista: https://www.statista.com/statistics/1095186/tiktok-us-users-age/
Torossian, R. (2021, September). 5WPR CEO Says Neutrogena’s TikTok Campaign Debunks Myths.
Retrieved from CommPro: https://www.commpro.biz/5wpr-ceo-says-neutrogenas-tiktok-campaign-
debunks-myths/