NEUTROGENA

Johnson & Johnson’s famous brand continues its conquest of supermarkets with the Hydro Boost skin care product line

Neutrogena is making clear its desire to conquer medium and large supermarkets. For years, Neutrogena’s supermarket lines were limited to acne products, but today the brand is expanding its general-public product offering into skin care products based on its famous Norwegian Formula. This might seem a surprising choice, as the emblematic Norwegian Formula hand cream was long available only in pharmacies and similar outlets. This decision was just the first step toward conquering supermarket customers. Building on the instantaneous success of their body care collection, Neutrogena now turns to another category: facial care.

Moisturising product lines for 25-40 year-olds

To set themselves apart in a market crowded with anti-ageing products, Neutrogena has chosen to bet on their best-selling line of moisturisers: Hydro Boost. This collection is already a hit in Asia and the US. This product line is centred around two water-based products: water gel, which is tailored to normal to combination skin, and gel cream, designed specifically for dry skin. Both are based on the same active ingredient – hyaluronic acid – , which absorbs up to 1,000 times its weight in water. The recommended price for their “premium” skin care lotions is €12.50 for 50 ml. The target audience is women from 25 to 40 years old whose skin is beginning to lose its firmness before the appearance of the first wrinkles. The collection includes, among other products, make-up remover (recommended price: €4.99 for 200 ml) hydrating water gel (recommended price: €4.99 for 200 ml).

Drawing inspiration from selective distribution: a strategy that pays

Seventy-nine percent of women are looking for information on the benefits of products and solid advice from professionals.  To attract these new customers, Neutrogena and Globe came up with the HydroBoost Corner, an ultra-premium shop-in-shop boutique led by a team of beauty advisors specialised in the product line. The “three-steps-to-hydrate-your-skin” daily routine was specifically developed for the pop-up store.