The campaign’s concept is “An ANTI-Signals that is IN FAVOR of you and your skin” and was developed in partnership with Wunderman Thompson Brasil
Netrogena launched its new line of anti-aging products, Bright Boost, in a campaign starring actress and brand ambassador Giovanna Ewbank.
Developed in partnership with Wunderman Thompson Brasil, the campaign’s concept is “An ANTI-Signals that is IN FAVOR of you and your skin”.
“For this campaign, our concern was to talk about anti-aging in a light way, without destroying the skin or the truths of consumers, as a way of working on the product’s attributes and at the same time connecting with the public in a positive way in relation to the particularity of each one”, says Fernanda Ferrão, ACD at Wunderman Thompson Brazil.
The campaign also includes pieces for the brand’s social networks, out-of-home media, a merchandising action in the “Encontro” program (Rede Globo) and a partnership with Meta in the development of interactive pieces that boost the concept.
“The entire project was designed and executed with the consumer always at the center. We seek to show that people can be the way they want to be, and Bright Boost is an ally to highlight the brightness and characteristics of each one”, said Daniela Cavalcanti, marketing director for Johnson & Johnson’s skin care brands. Consumer Health.
Along with the launch of the line, Neutrogena is also celebrating its first collab. The brand teamed up with Misha, a brand owned by businesswoman and influencer Mica Rocha, to develop an accessory that will be sold across the country: a zirconia pendant in Kunzita color, which consists of a pink tone to match the product packaging.
“We really admire Mica’s work and all her potential as an entrepreneur in front of Misha. We, at NEUTROGENA®, always emphasize that health is fundamental to having beautiful skin, and as our product provides high luminosity, nothing better than a shiny necklace to combo this combo”, added Cavalcanti.
Composed of two products, Gel Cream and Gel Cream SPF 30, the line’s protagonist is neoglucosamine, a dermocosmetic active that promotes the synthesis of hyaluronic acid in deeper layers of the skin, improving the appearance of fine lines and darkened marks, in addition to help restore the skin’s water levels.
