Neutrogena is taking an “educational approach” to their marketing in an attempt to connect with their Gen Z audience on TikTok. The legacy skincare brand is now turning to channels like TikTok to appeal to the younger demographic, and “spread skincare information and awareness in an innovative and approachable way,” according to the head of global at Neutrogena. The brand’s aim is to resonate in an authentic way with young consumers through messaging from influencers, dermatologists, and scientists, rather than solely paid influencers (which some other brands rely on singularly). A partner at Prophet growth strategy consulting firm says that the “infotainment” angle that Neutrogena is utilizing by merging entertainment and information could help to win consumers over. YPulse’s newest trend report, Who’s The Expert?, looks at who young consumers trust to give them product information—and what kinds of influencers are the real experts in their minds. (Glossy)
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