Neutrogena is evolving its advertising and marketing technique with a complete 360-degree strategy designed to deepen engagement with its core viewers, significantly Gen Z shoppers. Most lately, this technique consists of the skincare model’s sponsorship of its newly launched International Model Ambassador Tate McRae’s Miss Possessive International Tour.
In keeping with a 2023 research by McKinsey & Firm, Gen Z shoppers account for practically 40% of world magnificence {industry} spending, with a robust choice for manufacturers that combine digital engagement and real-world experiences. Moreover, analysis from Statista signifies that 80% of Gen Z consumers choose manufacturers that have interaction with them throughout a number of platforms, together with social media, reside occasions, and influencer collaborations.
This technique integrates digital innovation, reside experiences, and cross-industry partnerships to make sure the model stays culturally related and related to shoppers the place they’re most engaged.
“At Neutrogena, we’ve got hit the bottom operating 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 advised CosmeticsDesign. “Tate [McRae] brings a relatable, unstoppable vitality to our new Hydro Increase marketing campaign and to Neutrogena, making her the right accomplice to assist us join with the following technology of shoppers.”
Multi-channel enlargement via reside experiences
A key part of Neutrogena’s 360 technique is a deeper integration of reside occasions, and the sponsorship of Tate McRae’s international tour marks a model shift towards extra experiential advertising and marketing to facilitate extra direct client interactions. “General, we’re being extra intentional about the place our shoppers are, permitting us to fulfill them the place it’s culturally related and fascinating with them in a extremely receptive area,” Tomaschko defined.
Neutrogena’s presence at McRae’s Kia Discussion board live performance demonstrated this shift. “Throughout the Kia Discussion board present final month, we sampled over 7K merchandise of Hydro Increase, invited creator expertise to attend the present as our VIP visitors, and even had a branded picture sales space and model presence all through the area,” she stated. “This was an excellent 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 via 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 had been capable of not solely present up throughout a reside stream on Tate’s deal with,” she illustrated, “but in addition combine our merchandise inside her Model Showcase and drive help behind our personal Neutrogena TikTok store.”
By leveraging social commerce instruments similar to TikTok’s live-streaming and in-app purchasing, Neutrogena has targeted 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 permits embedding itself into cultural moments that resonate with shoppers.
“Via Tate’s partnership with Neutrogena, we’re totally 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 Increase Water Gel, inside the first two seconds of the video,” she defined.
The outcomes had been swift and measurable, she added. “We’re thrilled by the unbelievable response thus far; 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 function of in-person engagement in model loyalty
In keeping with Tomaschko, Neutrogena’s technique acknowledges that real-world experiences stay important in constructing model loyalty and deepening client relationships. “Our analysis reveals how optimistic social sentiment, particularly on social media, typically stems from in-person experiences,” she famous.
The information 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 making certain our model reveals up in genuine, culturally related methods.”
Wanting forward: A steady evolution
Transferring ahead, Neutrogena’s strategy will proceed to stay adaptable in an evolving client panorama. “Neutrogena will proceed evolving its multi-channel technique by leveraging innovation, personalization, and cultural relevance—whether or not that’s via in-person touchpoints, movie star expertise or the creators we accomplice with,” Tomaschko concluded.
“Finally, our purpose is to deepen client engagement and keep our management as a model steeped in science.”
