Brand owner: Johnson & Johnson
Lead agency: J3
Contributing agencies: J3 Studios, Cadreon
Industries: Skin care, sun protection
Media channels: Mobile & apps, Outdoor, Point-of-purchase, in-store, Programmatic display, Social media
Budget: 500k - 1 million
Skincare brand Neutrogena had planned within its launch calendar for 2018 to expand its portfolio of Neutrogena Hydro Boost, its 'hero' platform of the line of moisturising facial creams containing hyaluronic acid. The launch was already set for Q1 2018, taking advantage of the fact that the portfolio had different products, with each one adding to brand awareness. But looking back at the context in which we had to make this release, it is important to keep some points in mind.
First, we defined the differentiator of our brand proposal. Clearly we should not neglect innovation in the formula, since it was largely the 'reason to believe' behind the price of each product. We define Neutrogena Hydro Boost as a facial moisturising line with an innovative formula containing hyaluronic acid, glycerin and olive extract, that acts in two ways: it prevents water loss and at the same time stimulates the renewal process.