NEUTROGENA Makeup remover wipes 2021

In the wake of the pandemic, makeup remover wipes were one of the many products who’s sales took a sharp decline. So Neutrogena turned away from their tried and true product RTB “removes 99% of makeup” in turn for a new insight: your cleanser alone doesn’t remove all your makeup. So we built a campaign around the leftover makeup that your cleanser leaves behind. At the same time, this campaign was one of many brand verticals launched together for a new brand positioning: FOR PEOPLE WITH SKIN. We stepped away from the white-psyche and too-perfect-model beauty world and into a more culturally relevant, diverse and real feeling execution to create something breakthrough in the category.

Role: Associate Creative Director   |    Agency: DDB-Velocity