Dive Transient:
- Neutrogena launched its new Vitamin C serum with a steamy marketing campaign that includes media character and content material creator Serena Kerrigan, in accordance with info shared with Advertising Dive.
- As a part of the marketing campaign, Kerrigan wrote two tantalizing brief tales meant to make customers “glow,” very like the serum. The tales can be found for obtain on Wattpad, a website the place customers can independently publish works for public consumption.
- The activation takes benefit of the #steamybooktok” development, which has garnered over 4.7 billion views, in accordance with press supplies. The “Financial institution Your Glow” brief tales benefit from the rising reputation of romance novels and the net group fueling their reputation.
Dive Perception:
Neutrogena is leaning into intercourse attraction with its latest activation. Kerrigan, who has constructed her on-line presence round self-confidence, offers the marketing campaign a way of confident humor. Moreover, Kerrigan claims the brief tales are based mostly on her actual life experiences, one thing her over 608,000 TikTok followers could discover intriguing.
In a single story — which Kerrigan partially reenacts on TikTok — a personality is locked outdoors an condominium, half-clothed after a one-night stand. Within the second, a girl bumps into her faculty crush throughout a weekend within the Hamptons. Each tales emphasize the “glow” every character feels afterward in a nod to the product’s advantages.
Neutrogena has tapped into TikTok traits prior to now. In June, the model turned to nostalgia with a marketing campaign impressed by “Beverly Hills, 90210” and different ‘90s artifacts to attach with millennials.
The marketing campaign leans into sexually suggestive promoting, an age-old tactic that’s at the moment seeing a resurgence, albeit with blended outcomes. American Eagle is at the moment embroiled in a scandal surrounding an advert that includes Sydney Sweeney, whereas Hawaiian Tropic nodded to the “Kama Sutra” with web star Alix Earle and Doritos parodied retro grownup movies with Walton Goggins with out the controversy.
Manufacturers have been embracing romance novels for years, particularly as print gross sales of such books have greater than doubled between 2020 and 2023. Smoothie King launched a novel written with the assistance of ChatGPT a few watermelon smoothie in Could. Means again in 2018, Wendy’s used Wattpad to publish romance novels.
Kenvue, Neutrogena’s mum or dad firm, had a Q1 income of $3.74 billion, an almost 4% year-over-year dip, in accordance with an earnings name. Nevertheless, Neutrogena was a vivid spot, with family penetration amongst Gen Z customers rising 30 foundation factors. This was largely attributed to the launch of its “Magnificence to a Science” model positioning in Febuary, which generated vital social media buzz.
