NEUTROGENA – AMBER BAR (CONCEPTUAL)

BACKGROUND

Neutrogena's Amber Bar has been an iconic skincare staple since the 1950s – known for its simplicity and effectiveness. As the facial bar category has grown, Neutrogena wanted to reintroduce the Amber Bar to younger, multicultural Zillennials, who values straightforward, reliable skincare solutions amidst their fast-paced, ever-changing lives. The goal was to recapture market share and appeal to a new generation while maintaining the brand's heritage of quality and trust.

STRATEGY

Tapped into Zillennials' nostalgia for simpler times, specifically Anemoia: a longing for a past that someone has never experienced. In an increasingly complex world, this target has a fondness for nostalgia and seeks minimalism. The strategy positioned Neutrogena's Amber Bar as a timeless skincare proxy for simpler times, highlighting its glycerin-rich formula and heritage to resonate with multicultural, gender-agnostic Zillennials.

CREATIVE EXECUTION

The campaign embraced nostalgia with minimalist content, including TikTok infomercials, retro-styled ads, and eye-catching OOH placements, reinforcing the message that the Amber Bar is “Simply Soap” for a generation seeking straightforward, reliable skincare solutions.

(Due to business priority shifts, this project did not go into production).

More Syneos Health campaigns: Hydro Boost+, Ultra Sheer, Invisible Daily Defense