Johnson & Johnson/Neutrogena: City-Proof Your Skin Campaign

Neutrogena Hydro Boost, a skincare brand, took on a digital/mobile approach to regain lost Taiwanese and Hong Kong users.

Campaign details

Brand: Johnson & Johnson/NeutrogenaLead agency: DDB WorldwideRegion: APAC

Objectives

Hydration is the largest skin-care category with 86% penetration amongst females from 18-34 years old.

Neutrogena Hydro Boost was the market leader in Taiwan and Hong Kong in late 2000. However, with the change in category dynamics – penetration saturation, intensified competition from Korean and Japanese brands and a lack of differentiation, it has lost existing users to competitive brands and even recruiting new users became a challenge. Neutrogena Hydro Boost was on a declining trend.

The objective was to regain lapsed Neutrogena Hydro...

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