Neutrogena is evolving its advertising and marketing technique with a complete 360-degree strategy designed to deepen engagement with its core viewers, notably Gen Z customers. Most not too long ago, this technique contains the skincare model’s sponsorship of its newly launched International Model Ambassador Tate McRae’s Miss Possessive International Tour.
In response to a 2023 research by McKinsey & Firm, Gen Z customers account for almost 40% of world magnificence {industry} spending, with a powerful desire for manufacturers that combine digital engagement and real-world experiences. Moreover, analysis from Statista signifies that 80% of Gen Z customers favor manufacturers that have interaction with them throughout a number of platforms, together with social media, dwell occasions, and influencer collaborations.
This technique integrates digital innovation, dwell experiences, and cross-industry partnerships to make sure the model stays culturally related and linked to customers the place they’re most engaged.
“At Neutrogena, now we have hit the bottom working this 12 months and have kicked off the brand new 12 months with a brand new model positioning—’ Magnificence to a Science,‘” Mary Tomaschko, Director of Advertising and marketing for Neutrogena Megabrand informed CosmeticsDesign. “Tate [McRae] brings a relatable, unstoppable vitality to our new Hydro Enhance marketing campaign and to Neutrogena, making her the proper companion to assist us join with the following technology of customers.”
Multi-channel growth by dwell experiences
A key element of Neutrogena’s 360 technique is a deeper integration of dwell occasions, and the sponsorship of Tate McRae’s international tour marks a model shift towards extra experiential advertising and marketing to facilitate extra direct shopper interactions. “Total, we’re being extra intentional about the place our customers are, permitting us to fulfill them the place it’s culturally related and interesting with them in a extremely receptive area,” Tomaschko defined.
Neutrogena’s presence at McRae’s Kia Discussion board live performance demonstrated this shift. “Through the Kia Discussion board present final month, we sampled over 7K merchandise of Hydro Enhance, invited creator expertise to attend the present as our VIP company, and even had a branded photograph sales space and model presence all through the area,” she stated. “This was a fantastic second for the model, and we plan to take key learnings and implement them and adapt to Tate’s international tour, the place we plan to affix.”
Strengthening digital and social commerce
Digital engagement by social media platforms like TikTok stays a pillar of Neutrogena’s strategy. “It’s necessary for Neutrogena to attach renewed relevancy with Gen Z whereas nonetheless maximizing conversion,” Tomaschko stated.
“That’s why this second was distinctive,” she defined. “We have been capable of not solely present up throughout a dwell stream on Tate’s deal with,” she illustrated, “but additionally combine our merchandise inside her Model Showcase and drive assist behind our personal Neutrogena TikTok store.”
By leveraging social commerce instruments akin to TikTok’s live-streaming and in-app procuring, Neutrogena has centered its advertising and marketing efforts on driving model affinity and gross sales.
Cross-industry integration in leisure
Along with McRae’s tour sponsorship, Neutrogena’s inclusion in her “Revolving Door” music video highlighted how the model’s technique allows embedding itself into cultural moments that resonate with customers.
“By Tate’s partnership with Neutrogena, we’re absolutely immersing the model into her world—making our characteristic in her music video really feel like a pure match,” Tomaschko stated. “The video opens with a cameo that includes a number of posters of Tate and her signature product, Hydro Enhance Water Gel, throughout the first two seconds of the video,” she defined.
The outcomes have been swift and measurable, she added. “We’re thrilled by the unbelievable response to this point; inside simply 5 days of its launch, the video has already surpassed 4.4 million views on YouTube and the music continues to rank extremely on the charts.”
The position of in-person engagement in model loyalty
In response to Tomaschko, Neutrogena’s technique acknowledges that real-world experiences stay crucial in constructing model loyalty and deepening shopper relationships. “Our analysis reveals how optimistic social sentiment, particularly on social media, typically stems from in-person experiences,” she famous.
The info demonstrates that “Gen Z craves these private touchpoints and significant connections with manufacturers,” she added, so “by embedding Neutrogena into Tate McRae’s world, we’re guaranteeing our model reveals up in genuine, culturally related methods.”
Wanting forward: A steady evolution
Shifting ahead, Neutrogena’s strategy will proceed to stay adaptable in an evolving shopper panorama. “Neutrogena will proceed evolving its multi-channel technique by leveraging innovation, personalization, and cultural relevance—whether or not that’s by in-person touchpoints, celeb expertise or the creators we companion with,” Tomaschko concluded.
“In the end, our aim is to deepen shopper engagement and preserve our management as a model steeped in science.”
