Kenvue / Neutrogena

Our work with Neutrogena saw their #1 market position reinforced, a new generation engaged, and Olympic-level performance delivered – all while staying true to their brand heritage.

The Momentum Challenge 

Neutrogena faced a generational disconnect. The iconic skincare brand had dominated for decades with dermatologist-backed products and polished campaigns. But the landscape was shifting fast, with brands like CeraVe capturing the attention of Gen Z through viral moments and influencer-driven content.
 
Younger consumers were gravitating toward trendy, relatable skincare brands that felt more accessible and culturally relevant. Despite decades of proven efficacy, Neutrogena risked losing ground to competitors who understood how to speak the language of social-first audiences. The brand needed to reconnect without losing its soul. 

The Joined-up Solution 

Rather than chasing trends or resorting to shock value, we assembled our data-driven content team with creative strategy and cultural insight expertise to leverage Neutrogena's distinctive brand assets in a moment of maximum cultural relevance – the 2024 Olympics. 

We discovered the winning insight in the data. Our research revealed a universal truth: while consumers experiment with viral products, they reach for tried-and-tested classics when performance truly matters. This became our strategic foundation for Olympic-level messaging. 
 
Instead of abandoning heritage for trends, we positioned Neutrogena's reliability as the ultimate performance advantage. With brand ambassador Sydney McLaughlin-Levrone, we captured the authentic moment of an elite athlete choosing her essentials – mirroring how real consumers make decisions when it counts. 
 
Integrated execution across every touchpoint:

• Brand Creative: Authentic storytelling showcasing Sydney's relatable packing routine for Paris 
• Social Assets: Platform-optimized content for TikTok and digital engagement 
• TV Campaign: NBC Olympic spots reaching massive audiences at peak cultural moment 
• Portfolio Showcase: Single narrative that unified entire product range messaging 

The Momentum Delivered 

Performance that lived up to the promise: 

• Market leadership reinforced as the #1 skincare brand 
• New generation connection achieved with zillennial audiences 
• High engagement levels across online and offline touchpoints 
• Olympic platform success with NBC network visibility 

Brand transformation beyond trends: 

• Authentic resonance with younger consumers while maintaining brand integrity 
• Confident superiority claims backed by genuine performance credentials 
• Cultural relevance achieved through strategic moment marketing 
• Portfolio unity showcased across multiple product lines in single campaign 

Combining data-driven insight, cultural timing and multi-platform execution resulted in authentic connection and sustained leadership for Neutrogena.