The Neutrogena Skin360 app and accompanying SkinScanner powered by FitSkin is designed to give users an in-depth understanding of their skin’s condition and needs, customized advice to address those needs, and a clear way to track and assess skin’s progress over time.
According to Sebastian Garcia-Vinyard, group brand director at Neutrogena, the launch of Skin360 is in line with the brand’s “strategy to bring new innovation and new skin care solutions out of the jar.”
“We have been challenging what is possible in skin care for the past 60 years with lotions, creams and gels. Now, we are harnessing the power of technology and marrying that with our research and solutions,” he told Happi in a phone interview from the CES show floor in Las Vegas on Jan. 9.
Neutrogena collaborated with start-up company Fitskin, Inc. on the development of the beauty tool and mobile app. The SkinScanner tool fits over the user’s smartphone, and utilizes precision technology to reveal key metrics of skin health with 12 high-powered lights, a 30x magnification lens and highly-accurate sensors. It captures the size and appearance of pores, the size and depth of fine lines and wrinkles, and measures the skin’s moisture levels.
The goal is to "demystify skin care,” said Garcia Vinyard, noting that consumers are confused and frustrated when they shop for skin care, especially facial skin care. “A lot of their experience in the category is dictated by trial and error,” he said.
This new tool is designed to fix that, according to Neutrogena. Each time the skin is scanned, data is delivered to the Neutrogena Skin360 app, which leverages Neutrogena’s research and expertise to analyze the results. The app then provides the user with a score for pores, lines and wrinkles, and moisture, as well as an overall Skin360 Score that forms the basis of a personalized daily product regimen and overall skin care advice.
The score allows users to understand how their skin constantly changes over time so that they can adjust their skin care routine in real-time. As more data is analyzed, the app uses machine learning to improve analysis and recommendations, getting more precise and intelligent, according to the Johnson & Johnson-owned brand.
This new launch isn’t Neutrogena’s first foray into skin analysis for consumers; for about a decade, the brand had kiosks where consumers could have their skin analyzed, noted Naomi Furgiuele, who leads global R&D and face and sun care at J&J Consumer Inc. Since then, the brand has been looking for ways put “dermatologist-grade” skin analysis technology into the hands of the consumers.
“We approached this with a healthy amount of skepticism,” Furgiuele said about the project.
According to Furgiuele, skin analysis tools on the market that rely on selfies to analyze the skin aren’t reliable due to issues with lighting and the angle of the face, for example.
Through the partnership with SkinFit, Neutrogena was able to recreate controlled-lab conditions that are highly consistent.
“That’s the differentiator,” said Furgiuele. “The level of accountability this brings to skin care is striking.”
Personalization presents opportunities for Neutrogena to leverage its extensive expertise to advise and educate consumers, according to Garcia-Vinyard.
And steer them to Neutrogena products. The app develops product regimens from the brand’s “broad portfolio of high-efficacy products,” he said.
That arsenal of products has put the brand in leading positions across the $3.6 billion mass skin care market. For example, Neutrogena holds the top position in the facial moisturizers (with sales of $108.6 million) and acne treatments (with sales of $175 million), according to IRI data (for the 52 weeks ended Oct. 8, 2017). It trails P&G and L’Oréal in the $1 billion facial anti-aging category, and is No. 4 in facial cleansers.
What’s more, with Neutrogena360, the company is “democratizing world-class technology” with its “approachable price point,” said Garcia-Vinyard.
When the Neutrogena Skin360 app and SkinScanner tool hit the market this summer, it will cost about $49.99. It will be sold exclusively at Neutrogena.com.
It will be interesting to watch how this new device will impact Neutrogena’s position in the category, as well as how its competitors may respond to keep pace.