The first video ad features clips of young women active in sports, music, dance, university, and business intended to demonstrate the answer to a voiceover question, “what makes a woman beautiful?”.
The “commercial [is] voiced by Brand Ambassador and creative consultant Kerry Washington [and] features real women following their passions,” explains the brand’s press release about the new campaign.
Through conversations with women around the globe, Neutrogena has found it’s a small world—that women share a common goal to discover and achieve their potential.
The brand itself empathizes with women: “Neutrogena started as a dream, and through scientific discovery, creative thinking and the resilience to defy expectations without any compromises, a brand was born,” says Alicia Sontag, president of beauty care for Johnson & Johnson Consumer Inc., in the release. “We support women around the world and are proud to help them put their best face forward as they pursue their own dreams – big or small,” she explains.
The project includes local charitable partnerships. In the States, for instance, Neutrogena has teamed up with Girls Inc. to “help 250,000 girls over the next decade develop the life skills and tools they need to pursue their dreams,” according to Stephanie Guggenheim, US senior director of facial care at Neutrogena.
Beyond conventional ads, the campaign comprises YouTube video, a dedicated “see what’s possible” website, and social content on Neutrogena’s Twitter, Instagram, and Facebook.
Content will be made in collaboration with Kerry Washington, Jennifer Garner and Julie Bowen, all brand ambassadors, as well as with beauty vloggers from seven countries.
Neutrogena has shown up in a couple of recent Cosmetics Design articles for contradictory reasons.
In February, the article 19 beauty and personal care brands honored with Brand Spark Most Trusted Awards noted that the company won 2 such awards—in the acne treatment and facial cleanser categories.
The following week, Neutrogena was singled out for the poor ratings that some of the company’s products receive from the EWG’s Skin Deep app. Journalists at universities across the country are encouraging readers to shop for clean beauty products rather than opt for legacy brands. Read College media chips away at big beauty to learn more.
It would follow then that Neutrogena’s new global campaign is aiming to both reinforce consumer trust and build new allegiances with younger consumers by focusing on social values rather than on ingredients and formulation.