Neutrogena Canada has enlisted Ottawa-born influencer Logan Moffitt to introduce its revamped Ultra Gentle line to a younger audience.
Moffitt, known as “The Cucumber Guy” on TikTok, has risen to prominence in recent years with his cucumber-based salad-recipe videos. The explosion in popularity around Moffitt has had wide-ranging effects, creating cucumber shortages in Iceland and a worldwide increase in demand for mandolin vegetable slicers, according to Forbes.
Neutrogena took notice and partnered with PR and communications firm 1Milk2Sugars to bring Moffitt into the fold for a collaboration.
Neutrogena Canada senior brand manager Sarah Dibblee says the company’s decision to work with Moffitt was driven by a strategic combination of brand insights, social listening and recognition of emerging cultural trends among Gen Z and millennial audiences.
“Working with a relatable creator like Logan, whose content centres around one simple ingredient – cucumbers – was a natural fit,” Dibblee says. “We knew we had to be the brand that introduced him to simple and effective skincare … Younger consumers can become overwhelmed by the options available, and this partnership allowed us to continue the conversation, reminding consumers that right skincare can be simple.”
Dibblee says Neutrogena paired Moffitt with a dermatologist to build the brand-influencer connection and ground the campaign in a foundation of science-based dermatology.
As part of the campaign, “Cucumber Guy” promotional boxes were sent out to select influencers containing Neutrogena products, a custom plastic food container, a kitchen timer and a note containing Moffitt’s signature cucumber recipe that encouraged influencers to try cooking for themselves.
Dibblee says the partnership was a social-first collaboration that includes support on Meta and TikTok. Videos of Moffitt sampling Ultra Gentle products and unboxing his first Neutrogena PR promotional package have gained 2.7 million and 1.1 million TikTok views respectively since being posted in February.
