NEUTROGENA – ULTRA SHEER

BACKGROUND

Neutrogena Ultra Sheer, a leader in sun care, faced declining market share and brand perception challenges in 2022. To regain momentum, the brand introduced a new Mineral Lotion, aiming to win over a discerning audience that seeks both effective sun protection and a premium, weightless feel.

STRATEGY

The target audience—primarily women aged 30-50—has reached a stage in life where they’re more certain about and intentional in their choices. They prioritize how products make them feel and make choices that reflect what they know they deserve. While they know SPF is important, they often avoid it due to the greasy feel. Positioned the product to meet both their emotional and functional needs, offering a premium formula that aligns with the decision-making they feel their best in.

CREATIVE EXECUTION

Just as this audience has refined their tastes, they now expect more from their sunscreen. Neutrogena Ultra Sheer is the choice for SPF-icionados: premium sun protection for discerning users, that feels as good as it works.

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