Neutrogena Converts 4-year

Sales Decline to 11% Growth

Use Case
How Neutrogena’s marketers
doubled campaign engagement
with 10% less spend...

Challenge

● Neutrogena were faced with a 4-year decline in

skincare product sales and a limited campaign
budget.

Solution

● They integrated hyper-local air quality data to

create 200+ dynamic, highly- targeted &
location-specific video adverts.

Results

● 2x increase in engagement despite 10% less

spend.
● Falling sales to 11% product growth.
● 60% record-breaking View-Through Rate (VTR)
 CONTEXT

The Anti-Pollution
Skincare Market

The market for anti-pollution skincare today is huge. 91% of the

world live in places where air quality exceeds the World Health
Organisation’s guidelines and the global market for anti-pollution
skincare products is set to expand by 4.2% (CAGR) by 2025.

The Future of Beauty is

Personalized
Personalized beauty is set to transform the
cosmetics industry. Consumers are moving
away from ‘one size fits all’ approaches and
expect brands to consider their individual
needs and lifestyle patterns.

Slow-Moving Competitors

Neutrogena found only 1% of beauty brands were answering calls for

anti-pollution skin protection, meaning there was a significant
opportunity for their urban skin cleansing range to stand out with the
right kind of messaging and targeting.

Targeting the Korean market, Neutrogena set out to

deliver a personalized marketing campaign using
street-level & real-time air quality data.
 THE
CHALLENGES

CHALLENGE I
Communicating the Need for
Anti-Pollution Protection

When it’s a hot summer’s day, we know it’s

important to wear sunscreen & a hat. With
air pollution, it’s much harder to know when
and why we need to protect ourselves. To
captivate their target audience, Neutrogena
needed to communicate & educate
individuals on the necessity of their anti-air
pollution skincare range in a way that felt
powerful and personal.

CHALLENGE II
High Level of Accuracy
Neutrogena could not risk unplanned data
outages or unreliable information. To ensure
a successful campaign, they needed air
quality information that offered accuracy at
an hourly & street-level resolution.

CHALLENGE III
Declining Sales & Tight Budget
Neutrogena were facing a 4 year decline in
product sales & the team were working
with an extremely tight media budget.
 Neutrogena turned to Spirable, an THE
CAMPAIGN
award-winning video marketing
agency, to help them deliver a
stand-out campaign.

200+ Personalized, Location-Specific Video Adverts

Spirable created 200+ video versions with messages that would be unique
to the individual user based on their interests, exact location, and real-time
air pollution levels.

By revealing the connection between air pollution exposure and

regular activities such as shopping or visiting friends, Neutrogena
and Spirable powerfully communicated the dynamic nature of air
pollution and the relevance of anti-pollution products for daily life.

BreezoMeter was essential for the success of this campaign.

Information provided with a delay or zoomed-out resolution
would not have given the level of personalization needed.
Translating Air Quality using Memorable
& Interactive Visualizations

Spirable realized BreezoMeter’s real-time &

location-specific air quality data could pinpoint
Neutrogena’s audience and messaging in a highly
innovative way.

Given the complicated nature of air pollution, a visual campaign

would be more impactful than one which relied on numbers and a
lot of scientific information.

By working with their partners, Neutrogena made use of highly

visual assets to help optimize targeting and translate air quality
into a visual language their audience could easily understand.
 THE
RESULTS

Greater Engagement with Less Spend

With pinpointed targeting, the campaign delivered a 60% record

breaking View-Through rate (VTR) and a 2x increase in
engagement - despite a 10% decrease in campaign spend.

Declining Sales to 11% Growth

The huge engagement resulting from this campaign enabled

Neutrogena to transform a 4 year decline in product sales to
11% growth.

No 1 Ecommerce Brand in Korea

Neutrogena jumped to become the

Number One Ecommerce brand in Korea
for their category. Their Deep Clean
Foaming Cleanser won several beauty
awards and was selected as top editor’s
pick by Marie Claire Korea’s 2018 Smart
Beauty Awards.

The product was also rated number one

in its class in a blind test by industry
professionals, beating 5 other
best-selling face cleansers.
 TAKEAWAYS

High-Resolution Air Quality

Data Helps Skincare Brands
Sell More
Personalized air quality data enables skincare
brands to deliver messages at the right time at
Increased
the right place to the right people - ensuring
Sales campaign success & increased sales even within
noisy marketplaces.

By revealing the highly dynamic and personal

Brand nature of air pollution to target audiences,
skincare companies better communicate the
Reputation value and science behind their products - keeping
customers loyal and boosting market share.

For brands working with tight budgets and

Improved ambitious ROI targets, easy-to-integrate air
quality information provides a cost-effective
ROI way to pinpoint messaging and targeting, with
amazing results for ROI.

Neutrogena’s campaign highlights the opportunity available to

skincare and cosmetic brands that choose to leverage granular air
quality data to refine their messages and targeting.
BreezoMeter provides location-based, real-time air quality and
pollen data to help improve people’s health. Based on multiple
data sources, e.g. governmental sensors, satellites, weather and
traffic, the API is easily integrated into products relating to
numerous industries, like automotive/mobility, air purification,
smart homes, smart cities, health technologies, and more,
offering tools to increase efficiency and user engagement.

Visit BreezoMeter for more information.

Neutrogena is a global skincare, hair care and cosmetics

company headquartered in Los Angeles. Their products are
distributed in more than 70- countries and the brand has been
part of the wider Johnson & Johnson brand since 1994.
Neutrogena have recently turned their attention to air pollution
and the devastating impact it can have on the skin - their Deep
Clean Foaming Cleanser was developed in direct response to
this reality and is clinically proven to remove 99% of
micro-pollutants from the skin.

Find out more Neutrogena & air pollution here.