On September 14th, Neutrogena launched its first TikTok campaign. The campaign had been developed with the agency Movers + Shakers, and adopts a classroom style approach. The campaign ‘SkinU’ adopts an educational approach to skincare myths, and it will be shown on the brand’s TikTok channel through the end of the year.
The campaign aims to create a composite collage of the aspects of skincare that symbolize self-expression, individuality, and eclecticism. The content has been made from conversations between Neutrogena’s resident scientists and some users on the video app. Fans had submitted video applications to serve as brand ambassadors and win $5000. The selected participants will receive a virtual one-to-one lesson with Neutrogena scientists and will share their lessons on TikTok.
As marketer Rick De La Croix notes, “Science is not static. New information is constantly coming to light. For the customer to cast shadows of doubt on long-held beliefs about beauty products is only natural.”
The TikTok campaign proves that the brand wants to do away with fear-mongering and be a part of a clean beauty movement which relies on fact-based reasons to use a product. Most myths keep going because it is difficult without some studies or objective data to go against what everyone seems to believe. The campaign will help consumers get acquainted with the science debunking some of the most common skincare myths.
To help in recruitment of the new class, SkinU is also teaming up with Neutrogena brand ambassador Chloe x Halle, and influencers Amy Chang and China McClain . The content will be launched as a SkinU class curriculum. The winners will address skin tones and types, ingredients, and other relevant skincare topics. Consumers can be a part of the journey as they follow the students of SkinU and become empowered by science-backed skincare knowledge.
Such a campaign will allow the beauty brand to stand out from competition in a crowded marketplace and make customers think differently about the brand. A very vital touchpoint will be utilized here- the touchpoint of awareness. This will give the customers clear messages to ensure that they understand the credentials of the brand. With the help of a platform like TikTok, the brand will also reach a wide net of potential audiences. The campaign is also an example of how a brand can reinvent the way it chooses to talk about its products.
About the Author: Ronn Torossian is CEO of 5WPR, a leading PR agency.