NEUTROGENA – INVISIBLE DAILY DEFENSE

BACKGROUND

In 2023, Neutrogena expanded its Invisible Daily Defense portfolio with a fragrance-free lotion and an aerosol spray, entering an increasingly crowded sun care market. Targeting skincare-obsessed Gen Z and Millennials, the challenge was to transform their awareness of SPF's importance into a daily sun protection habit. The brand wanted to shift behavior and drive IDD as a vital part of a daily routine.

STRATEGY

Identified that despite knowing the importance of daily SPF and valuing routine-building, this target struggles to make sunscreen a daily habit due to its unappealing texture, feel, and wear-experience. These issues are particularly acute for people of color, who are often overlooked by traditional SPF products. Repositioned sun protection as a pleasurable, essential part of this target’s daily routine. By highlighting IDD’s inclusivity and dual benefits of protection and skincare, we framed the IDD line as products that not only shield skin but also enhance it, making sun care an indulgent, must-have ritual rather than a chore.

CREATIVE EXECUTION

Creative output centered around the concept of “sunscreen enlightenment”, emphasizing IDD as a sunscreen that’s not just protective but genuinely enjoyable to use – reframing sun care as an indulgent ritual.

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