09.15.21
Neutrogena has announced the launch of its first TikTok campaign, "SkinU by Neutrogena" to usher in a science-led, educational approach to the platform to help younger consumers debunk myths about skincare. The program is being run in collaboration with creative agency and TikTok whisperers Movers+Shakers.
“TikTok has really democratized skincare information, yet there is still a lot of misinformation found online,” said Lee Meyers, senior director of marketing of Neutrogena. “We created SkinU by Neutrogena as part of the brand’s new purpose platform ‘For People with Skin.' With this platform, we are leveraging our years of expertise to educate on skin health. We’re connecting Gen Z with our incredible scientists, providing the information they need to distinguish fact from fiction.”
Gen Zers are encouraged to submit applications via TikTok to tell their own skin story while addressing their skincare questions to Neutrogena scientists. Winners will be selected ambassadors of Neutrogena in addition to receiving one of five, $5,000 prizes. Winners will also receive a virtual 1:1 lesson with Neutrogena scientists and will share their key learnings on the platform.
SkinU has tapped Neutrogena Brand Ambassadors Chloe x Halle, and influencers, Amy Chang and China McClain, to support recruitment of the new class. The content will be launched as the SkinU class curriculum, including science-focused conversations with Neutrogena resident scientists and winners addressing skin tones and types, ingredients and other hot skincare topics. Consumers can follow along as students of Skin U to experience the classes and feel empowered with science-backed skincare knowledge.
SkinU has tapped Neutrogena Brand Ambassadors Chloe x Halle, and influencers, Amy Chang and China McClain, to support recruitment of the new class. The content will be launched as the SkinU class curriculum, including science-focused conversations with Neutrogena resident scientists and winners addressing skin tones and types, ingredients and other hot skincare topics. Consumers can follow along as students of Skin U to experience the classes and feel empowered with science-backed skincare knowledge.
Neutrogena hired creative agency Movers+Shakers earlier this year to guide and produce the brand’s launch onto TikTok. Movers+Shakers is famed for connecting brands to culture, including more than 100 billion campaign views on TikTok.
SkinU by Neutrogena accepted applications through Sept. 3, 2021; classes will air on the Neutrogena TikTok channel through the end of the year.