Neutrogena launched its first TikTok campaign to debunk skincare myths. Geared towards Gen-Z TikTok users, the campaign connects viewers with Neutrogena scientists. Dubbed SkinU by Neutrogena, the science-led educational approach to the platform helps young consumers learn more about the heavily consumerized industry.
The campaign is part of the brand's new For People with Skin platform, leveraging its years of expertise to transmit skin health information. TikTok users are encouraged to submit their own skin stories and relevant questions to Neutrogena scientists. The winners will become selected ambassadors of the skincare brand. In addition, winners will receive one of five $5,000 prizes and a virtual one-on-one lesson with a specialist for key learnings on the platform.
Gen Z-Targeted Skincare Campaigns
Neutrogena Launched its First TikTok Campaign to Debunk Myths
Trend Themes
1. Gen Z-targeted Skincare Education - Skincare companies can use science-led educational approaches on social media platforms like TikTok to connect with young consumers and deconstruct industry myths.
2. User-generated Content in Skincare Marketing - Encouraging customers to submit their own stories and questions to a skincare brand can help the brand connect with the audience and create a more engaged fan base.
3. Expertise-based Branding - Leveraging years of expertise can help a skincare brand establish credibility and authority in the market, and create a trustworthy image for consumers.
Industry Implications
1. Skincare Industry - Skincare companies can use technology and social media to connect with young consumers and offer them more educational resources.
2. Social Media Industry - With user-generated content becoming increasingly popular, social media platforms like TikTok can attract more beauty brands and offer more educational content to its users.
3. Beauty Industry - Beauty and wellness companies can focus on creating an educational dialogue with their customers, using their expertise in the field to create engaging customer experiences and establish authority in their market.