Neutrogena evolves its marketing strategy with a comprehensive 360-degree approach designed to deepen your engagement with core audiences, particularly Gen Z Consumers. Most recently, this strategy includes sponsorship of the newly launched Skin Care Brand from Tate McRae’s, the ambassador for the global brand, Tate McRae’s. Miss property Global tour.
According to a 2023 survey by McKinsey & Company, Gen Z Consumers accounts for almost 40% of global beauty industry spending that strongly favors brands that integrate digital engagement with real-world experience. Additionally, a survey by Statista shows that 80% of Gen Z shoppers prefer brands involved across multiple platforms, including social media, live events and influencer collaboration.
This strategy integrates digital innovation, live experiences, and cross-industry partnerships to ensure that brands connect with the consumers that are culturally relevant and most involved.
“At Neutrogena, we hit the ground running this year and started the New Year with the new brand positioning, ‘Beauty of Science,'” Mary Tomaschko, marketing director at Neutrogena Megabrand, told CosmeticsDesign. “Tate” [McRae] Bringing relevant, unstoppable energy to our new Hydro Boost campaign and Neutrogena, making her the perfect partner to help her connect with the next generation of consumers. ”
Multi-channel expansion with live experience
A key element of Neutrogena’s 360 strategy is the deeper integration of live events, and the sponsorship of Tate McRae’s global tour shows a brand shift towards more experiential marketing to promote more direct consumer interactions. “Overall, we are more intentional about where our consumers are, allowing us to meet them in places that are culturally relevant and engage them in a highly receptive space,” explained Tomasiko.
The presence of Neutrogena at McRae’s Kia Forum concert showed this change. “At last month’s KIA Forum Show, we sampled over 7K Hydro Boost products, invited creator talent to the show as VIP guests, and had a brand’s photo booth and brand presence throughout the space,” she said. “This is a great moment for the brand and we plan to take important learning, implement them, and adapt to the global tour of Tate that we plan to participate in.”
Enhance digital and social commerce
Digital engagement via social media platforms like Tiktok remains a pillar of Neutrogena’s approach. “It’s important that neutrogena connects new relevances with Gen Z while maximizing the transformation,” says Tomaschko.
“That’s why this moment was unique,” she explained. “We were able to show up in the live stream of Tate’s Handle,” she explained.
By leveraging social commerce tools such as Tiktok live streaming and in-app shopping, Neutrogena is focusing its marketing efforts on driving brand affinity and sales.
Integrate industry in entertainment
In addition to McRae’s tour sponsorship, Neutrogena’s inclusion in her “revolving door” music video highlighted the way that brand’s strategy allows them to incorporate themselves into cultural moments that resonate with consumers.
“Through our partnership with Tate’s Neutrogena, we are fully immersed in her world. Creating our character in her music video feels like a natural fit,” Tomashiko said. “The video begins within the first two seconds of the video with a cameo featuring Tate and several posters from her signature product, Hydro Boost Water Gel,” she explained.
The results were quick and measurable, she added. “We’re excited by the incredible response so far. Within just five days of release, the video has already surpassed 4.4 million views on YouTube, and the songs continue to be highly ranked on the charts.”
The role of face-to-face engagement in brand loyalty
According to Tomaschko, Neutrogena’s strategy recognizes that real-world experiences remain important in building brand loyalty and deepening consumer relationships. “Our research shows that social emotions, especially on social media, often stem from face-to-face experiences,” she noted.
The data “Gen Z longs for a meaningful connection between these personal touchpoints and brands,” she added, so “by embedding Neutrogena in the world of Tate McRae, we ensure that our brands manifest in a genuine, culturally relevant way,” she added.
Future View: Continuous Evolution
As we move forward, Neutrogena’s approach continues to maintain adaptability in the evolving consumer landscape. “Nutrogena continues to evolve our multi-channel strategy by leveraging innovation, personalization and cultural relevance, through face-to-face touchpoints, celebrity talent, or the creators we are affiliated with,” concluded Tomashiko.
“Ultimately, our goal is to deepen consumer engagement and maintain a leadership as a science-infused brand.”
