Neutrogena: One Wipe Away

Neutrogena, a brand of skin care, hair care and cosmetics, increased sales and purchase intent of its makeup wipes in Argentina by launching bad makeup tutorials to show how Neutrogena's wipes could help.

Campaign details

Brand: NeutrogenaLead Agency: UMRegion: LATAM

Strategy

Objective

Neutrogena is a personal care brand that struggles with poor results among Argentinian's Top of Mind. Fighting the big brands with 7% of investment share gets pretty difficult.

We had to find a way for consumers to discover Neutrogena's high performance, lift sales and climb the TOM.

To add some drama, we know how difficult it is for women to switch their everyday beauty brand for a new expensive one, even though Neutrogena delivers better product performance! According to TGI, Argentinian women are faithful consumers: 82%...

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