Strategic Development in supermarkets (GMS)
Neutrogena, a brand of the Johnson & Johnson group, is continuing its expansion in mass retail. Long established in pharmacies and parapharmacies with its iconic Norwegian Formula, the brand initially made its mark in this circuit with ranges dedicated to acne-prone skin. The launch of body care products in mass retail, directly inspired by this expertise, represented a successful first step in its growth strategy. Building on this success, Neutrogena is now moving into the high-potential segment of hydrating facial care.
Focusing on Hydration and Premiumisation
In a mass retail market dominated by anti-ageing, Neutrogena chose a differentiating strategy by capitalising on hydration, with an innovative and highly desirable offer: the Hydro Boost range. Already acclaimed in the United States and Asia, this line is built around a star ingredient – hyaluronic acid – capable of retaining up to 1,000 times its weight in water. Positioned as accessible premium, the range targets women aged 25 to 40, seeking solutions adapted to their skin in transition.
An Experiential Corner and an Engaging Customer Journey
To maximise impact and appeal to this demanding target, Neutrogena and GLOBE GROUPE created the Hydro Boost Corner: an ultra-premium shop-in-shop animated by beauty advisors specialised in the range. At the heart of this activation, an exclusive routine called “3 Steps to Hydration” guided consumers, highlighted the brand’s expert advice, and fostered a strong emotional connection. By drawing inspiration from the codes of selective distribution and adapting them to the mass retail channel, Neutrogena is redefining the shopping experience and strengthening its differentiated positioning.
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1st
lever for connecting with the brand
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94%
recall rate
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x2
impact on sales
