Mixing digital, expertise, and leisure

Neutrogena is evolving its advertising and marketing technique with a complete 360-degree strategy designed to deepen engagement with its core viewers, notably Gen Z shoppers. Most not too long ago, 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 desire for manufacturers that combine digital engagement and real-world experiences. Moreover, analysis from Statista signifies that 80% of Gen Z customers desire manufacturers that interact with them throughout a number of platforms, together with social media, stay occasions, and influencer collaborations.

This technique integrates digital innovation, stay experiences, and cross-industry partnerships to make sure the model stays culturally related and linked to shoppers the place they’re most engaged.

“At Neutrogena, we now have hit the bottom working this yr and have kicked off the brand new yr with a brand new model positioning—’ Magnificence to a Science,‘” Mary Tomaschko, Director of Advertising for Neutrogena Megabrand instructed CosmeticsDesign. “Tate [McRae] brings a relatable, unstoppable power to our new Hydro Enhance marketing campaign and to Neutrogena, making her the proper associate to assist us join with the subsequent era of shoppers.”

Multi-channel growth by means of stay experiences

A key part of Neutrogena’s 360 technique is a deeper integration of stay occasions, and the sponsorship of Tate McRae’s world tour marks a model shift towards extra experiential advertising and marketing to facilitate extra direct shopper interactions. “Total, we’re being extra intentional about the place our shoppers are, permitting us to fulfill them the place it’s culturally related and interesting with them in a extremely receptive house,” Tomaschko defined.

Neutrogena’s presence at McRae’s Kia Discussion board live performance demonstrated this shift. “Through the Kia Discussion board present final month, we sampled over 7K merchandise of Hydro Enhance, invited creator expertise to attend the present as our VIP visitors, and even had a branded photograph sales space and model presence all through the house,” she mentioned. “This was an important second for the model, and we plan to take key learnings and implement them and adapt to Tate’s world tour, the place we plan to affix.”

Strengthening digital and social commerce

Digital engagement by means of 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 mentioned.

“That’s why this second was distinctive,” she defined. “We have been in a position to not solely present up throughout a stay stream on Tate’s deal with,” she illustrated, “but in addition combine our merchandise inside her Model Showcase and drive assist behind our personal Neutrogena TikTok store.”

By leveraging social commerce instruments resembling TikTok’s live-streaming and in-app buying, Neutrogena has centered 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 allows embedding itself into cultural moments that resonate with shoppers.

“By means of Tate’s partnership with Neutrogena, we’re absolutely immersing the model into her world—making our function in her music video really feel like a pure match,” Tomaschko mentioned. “The video opens with a cameo that includes a number of posters of Tate and her signature product, Hydro Enhance Water Gel, throughout the first two seconds of the video,” she defined.

The outcomes have been swift and measurable, she added. “We’re thrilled by the unbelievable response to this point; 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 shopper relationships. “Our analysis reveals how constructive 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 guaranteeing our model reveals up in genuine, culturally related methods.”

Trying forward: A steady evolution

Transferring ahead, Neutrogena’s strategy will proceed to stay adaptable in an evolving shopper panorama. “Neutrogena will proceed evolving its multi-channel technique by leveraging innovation, personalization, and cultural relevance—whether or not that’s by means of in-person touchpoints, movie star expertise or the creators we associate with,” Tomaschko concluded.

“In the end, our aim is to deepen shopper engagement and preserve our management as a model steeped in science.”