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Throughout Tate’s concert on February 20, Neutrogena hosted on-site activations where concertgoers learned about the Neutrogena Hydro Boost line and received product samples.
February 23, 2025
By: Lianna Albrizio
Associate Editor
Neutrogena will be sponsoring Global Brand Ambassador Tate McRae’s Miss Possessive Global Tour.
This past Thursday, the brand was the official sponsor of McRae’s performance at the Kia Forum to kick-off her newest album, So Close to What, which was released at midnight on February 21.
During Tate’s performance, Neutrogena leveraged a first-ever TikTok capability that integrates Neutrogena branding from McRae’s own TikTok handle streaming a 32-minute live capture of her performance at the Kia Forum to her 11.4 million followers.
In parallel, Neutrogena activated media behind the Neutrogena TikTok shop, which features McRae and Hydro Boost to further the brand’s “social commerce ambition,” officials said.
The tour, expected to be a major sellout moment for the multi-platinum pop sensation, announced 23 additional cities and dates.
Neutrogena will help kick-off McRae’s “Revolving Door” music video with a cameo at the beginning where several posters with McRae’s face and her staple product Hydro Boost Water Gel are featured.
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