The PRoblem
In recent years, the ‘science’ behind beauty products—skincare in particular—has progressively become a decisive aspect in the beauty purchase journey. The growing availability of information on beauty ingredients and their functions has helped to educate and empower an increasingly knowledgeable beauty consumer who knows exactly what they need to achieve a desired effect. These ‘skintellectuals’ are not searching for blanket solutions: they want to target their skincare concerns using the specific ingredients designed to treat them most effectively. In this way, they are also able to combine products and create highly personalized routines, tailored to their individual needs and objectives. As a result, the industry has seen a clear shift in the way consumers search for items online such as moisturizers and eye treatments, with many now prioritizing ingredients rather than specific brands or products.
Neutrogena continues to democratize access to skincare ingredients in thier products & innovation. They now want their increasingly savvy, educated and curious target consumers to visualize & experience the science behind their formulas in their storytelling and content.
To do this, they need a unique, ownable, “NEUTROGENA” way of VISUALIZING ingredients consistently which can be harnessed in communications as a competitive edge. There needs to be the same footprint across all visualizations, regardless of the ingredient or channel (Instagram, Tik Tok, Amazon, In-Storeetc).
Art Direction : Mockups : Strategy : Leadership
Role: Creative Strategist - Freelance
Year: 2022
The APPROACH
Skin is what we feel with - so let’s create visuals we can “feel” on our skin, goosebump-raising, sensory and satisfying. Fun and approachable. use modern motion graphics techniques and inspiration from videos about outerwear (natural) and digital therapy (soothing) to bring about a truly pioneering look to Neutrogena. Aesthetically pleasing and approachable, with bold colors and palpable textures, Neutrogena will be visually tailored for the new generation of skintellectuals.
The Ingredients
Skin is what we feel with - so let’s create visuals we can “feel” on our skin, goosebump-raising, sensory and satisfying. Fun and approachable. use modern motion graphics techniques and inspiration from videos about outerwear (natural) and digital therapy (soothing) to bring about a truly pioneering look to Neutrogena. Aesthetically pleasing and approachable, with bold colors and palpable textures, Neutrogena will be visually tailored for the new generation of skintellectuals.
The main goal is to connect ingredients to the effects they have on the skin in a fun, on-the-nose, hyperbolically sensory experience. For example:
Clear glass / liquid to symbolise pure, clean skin
Natural, speckled material
Smooth, natural stone like material, in all possible coloursdes.
