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Inside Neutrogena’s educational approach to TikTok to win over Gen Z



Since joining TikTok two years ago, Neutrogena has taken an educational approach to its videos to “spread skincare information and awareness in an innovative and approachable way,” explains Natasha Haubrich, Head of Global.


The approach is meant to differentiate its videos from the various recommendations and potential misinformation being served to consumers, particularly Gen Z. Neutrogena hopes its educational approach, with a mix of paid and organic and using influencers, dermatologists and scientists in its content, will resonate. It helps that the brand listens to consumers, and monitors their comments, to see what questions they might have.

“What you’ll see from us in the future is continued magnifying and amplifying of our messaging of education via this type of platform,” said Haubrich, adding that the content platform has driven higher engagement and view rates for the brand. Neutrogena took a similar educational approach with a back-to-school event at Walmart in August addressing skincare tips to advertise its various skincare offerings. “We did want to bring the TikTok lessons to real life. When shopping for something as tactical as skincare, the in-store experience is really important.”

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