Neutrogena’s latest pop-up aims to counter viral skincare trends popular among Gen Z by bringing its experts to the streets of Toronto.
The “Neutrogena Boost Bus” will make stops at different college campuses from Aug. 31 to Sep. 7, offering expert skincare advice and product samples. Visitors will be able to sample and take home Neutrogena skin care products, participate in games to win brand prizes and take home bracelets to commemorate the event. The pop-up will also feature photo stations.
Sarah Dibblee, senior brand leader at Neutrogena, tells strategy the team wanted to emphasize that the brand is able to provide professional advice, effective products and a supportive community for its customers.
Besides promoting the brand’s products, the activation also combines skincare education with different activities to engage Canadians and teach them about the importance of healthy-looking skin, says Dibblee. She notes that this allows Neutrogena to stand out in a crowded skincare market and offer professional advice on what is the best product for their skin.
“This activation allows us to authentically connect with younger consumers who are generally more exposed to viral skin care trends that may not be the most appropriate for their skin,” Dibblee says. “By visiting Toronto and university campuses, we’re meeting our target audience where they live, study, and play, providing an immersive brand experience that showcases our products.”
The brand’s target audience is primarily Gen Z consumers, who are forming skincare habits and brand preferences that will last a lifetime, Dibblee says. “By connecting with them now, we can establish Neutrogena as their go-to brand for every stage of their skincare needs.”
The activation builds on Neutrogena’s current brand positioning, which emphasizes its commitment to skincare expertise, inclusivity and community engagement.
The “bus” is also part of Neutrogena’s larger summer and back-to-school campaign, which includes a strong OOH presence, with streetcar takeovers, posters in subway stations and digital screens on 20 university campuses. Agency partners include Colina for experiences, OneMethod for OOH, Golin for PR and influencer marketing, and OneVue for media buying.
