Neutrogena’s latest campaign taps into Gen Z’s love for #BookTok. The brand collaborated with content creator Serena Kerrigan to promote their new Vitamin C serum, getting her to write two short stories inspired by the #SteamyBookTok trend on TikTok. Kerrigan is known for her self-confidence, so the “Bank Your Glow” short stories (available for download on Wattpad) focus on themes meant to “make consumers ‘glow,’ much like the serum.” On TikTok, the tag #SteamyBookTok has over 4.7B views, and the campaign leans into the romantic fantasy theme young women especially are talking about openly. In one story, the main character finds herself “half-clothed after a one-night stand,” and in the other, a woman runs into her college crush during a weekend getaway—both the kind of plot points romance readers are always seeing. According to the brand, these stories focus on “the glow each character feels afterward in a nod to the product’s benefits.” (Marketing Dive)
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