Background:

Neutrogena wants to get teen girls to choose their acne skin care products and use them properly by connecting with them digitally.

What I Learned:

  • Acne starts before teenage years.

    • 15% of American girls now begin puberty by age 7

  • Tween skincare is a major market opportunity.

    • The population of girls aged 9-12 will be larger than teens aged 13-17 by 2016

    • Tween skincare lines are on the rise: Willa, Ottilie & Lulu

  • Mom message boards are the first port of call for information when their tweens start to get pimples.

  • Acne is a normal part of growing up.

    • Est. 80% of everyone between 11 to 30 have acne at some point

Target:

Tweens girls.

Targeting a younger age group will allow Neutrogena to reach these girls when their issues with acne start, instead of when they are in the midst of a full blown problem and the emotional baggage that goes along with it. Tween outreach will also ingrain a daily skincare hygiene routine into young girls' lives so they will know how to use the products correctly. Neutrogena has the ability to grow with them throughout their lives, unlike other tween skincare brands. Also, Neutrogena already has the trust of moms and moms are the ones buying the product for their tween.

Insight:

Tweens want to feel more like a grownup and less like a kid.

Strategy:

Neutrogena knows acne is a right-of-passage to becoming a teen.

What I learned about me as a Strategist:

The problem isn’t necessarily what the client thinks it is. Follow the strategy that you think will be most effective in solving the client's objective even if it takes them in a new direction.

Creative Expression:

We want to make tween face care a grownup affair. 

Through mother-daughter face care packages, we will make tweens feel older, create a natural way for Mom to educate her daughter on how to treat acne correctly, and builds a routine that will connect Mom and daughter through Neutrogena for years to come.

Mom will be targeted through: 

  • Product Pair launched through Gilt
  • Mother/Daughter Neutrogena Pop Up Spas (Lifebooker/Groupon) 

Daughter will be targeted through: 

  • Hulu Kids Pre-Roll
  • Entertainment product placement
  • Microsite (where tweens can learn more about their faces and remind mom to order more product) 

 

 Miami Ad School - New York Student Work