NEUTROGENA – HYDRO BOOST+

BACKGROUND

Neutrogena pioneered the hydration market by introducing Hyaluronic Acid to mass consumers, driving a decade of growth and becoming a top Millennial brand. To sustain growth, Neutrogena launched three new ingredient-driven products targeting Zillennials, marking its first formal launch to a younger demographic.

STRATEGY

Recognized that not only are Zillennials’ skin in transition, their lives are too. Life is in flux for them; they’re still figuring things out and trying to get it right. Culture is stuck on telling them what to do and how to do it, creating constant pressure to be perfect. But this target sees the flaws are in pore-perfecting filters, not their skin. They’re focused on progress, both in life and in their skin journey, with 60% agreeing, "I don’t need my skin to be perfect, I just want to make sure I’m doing my best to take care of it." This insight shaped the strategy to focus on real, achievable progress over perfection.

CREATIVE EXECUTION

The “Superboost Your Skin” campaign leans into Zillennials’ desire for a skincare routine that’s uncomplicated and effective. The campaign pairs a well-known derm with relevant, relatable talent (Meg Stalter) to explain the science behind Niacinamide, the hero product ingredient of the line.

More Syneos Health campaigns: Amber Bar, Ultra Sheer, Invisible Daily Defense