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WORK IN PROCESS – NOT A FINAL DOCUMENT

Neutrogena 9.4

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Page 1: Neutrogena 9.4

WORK IN PROCESS – NOT A FINAL DOCUMENT

Page 2: Neutrogena 9.4

Neutrogenafootprint

Page 3: Neutrogena 9.4

To become a leading skin care brand worldwide that delights

Dermatologists and consumers with a collection of unique products

that clean, protect and correct skin.

Neutrogena mission

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It began with Manny Stolaroff’s 1954 trip to Belgium. An avid traveler with a passion for new ideas, there he discovered a transparent amber facial cleansing bar, so extraordinarily gentle that it returned skin to its natural pH in just 1 minute longer than if skin had been washed with pure water. Pricing the amber bar at $1 when soap sold for 10¢, he set the foundation for Neutrogena’s premium positioning based upon unique products that were effective yet gentle and safe.  

With limited money and resources, Lloyd Cotsen - Manny’s son in law, then conceived of the company’s core strategy that would fundamentally root Neutrogena’s values in honesty, trust and care. At a time when only large pharmaceutical companies detailed physicians, Lloyd, in 1967 sought out the endorsement of Neutrogena from skincare professionals who would appreciate the standard of efficacy and safety the amber bar offered. Doctors specializing in a new specialty - Dermatology.

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Through an intimate connection with Dermatologists and consumers, we can make real improvements to the health and beauty of skin.

Neutrogena belief

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Neutrogena will be the skincare brand that Dermatologists and

consumers love, use and recommend to their families, friends and

patients around the world due to the quality, credibility and originality

of our products and positionings.

Neutrogena vision

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To young minded women and men (primarily 16 – 34 year old women)

Who make considered, informed choices, appreciate expert advice,

and are hunting for real benefits in products. Who believe in the importance

of healthy skin to get a natural, healthy look.

Neutrogena is the brand of premium, Dermatologist recommended skin care

Competing with skincare brands across the upper end of mass,

lower end of prestige as well as selective specialty, direct and pharmacy brands

That you can be absolutely certain you will get real improvement

to the health and beauty of your skin and a natural, healthy look

Because Neutrogena uniquely combines the expertise and insight gained

from an intimate relationship with Dermatologists and consumers to create

a broad range of products that are effective yet safe and gentle.

Neutrogena positioning statement

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I love Neutrogena because it works!

Neutrogena connection

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Truth vs. hype.

Neutrogena connection

Gary B examples:

Virgin Airlines /Apple – David vs. Goliath

Johnson’s Baby – Mother, baby bond.

Mohamed Ali – Everyone can be “the champ”

Madonna – Authority challenger

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Neutrogena personality

Trusted expert.

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Neutrogena tone of voice

Smart, but not always too serious.

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Neutrogenabrand experience

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I’ve discovered the next best thing to visiting a Dermatologist.  

I absolutely trust they give me honest, straightforward information.

And they always surprise and delight me in how they really do

make my skin healthy and beautiful!

Neutrogena experience

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DermatologistRecommended

Logo type.

Package bands.

Vibrant blue color.

Amber bar.

Transparency.

Splashing water.

Large, elegant product visuals.

Doctor endorsement.Healthy and approachable beauty, caught in the moment.

Neutrogena iconic codes

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Neutrogenaproduct experience

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Every platform has a distinct, tailored look and feel.

Combined, the portfolio uniquely appeals to consumers from teens to adults, women to men.

Neutrogena’s portfolio of platforms compete in many categories, much like a prestige brand.

Fundamentally, each product must stand on its own merit.

Product Experience range

Build presence via a mosaic of platforms

that improve the health and beauty of skin.

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Product Experience range staging

Focus on teens and young adults.• Young Facial Skin Care – Acne & Cleansing• Target women 18-24• Seed with Dermatologists

First establish a connection at an important, early life-stage.

Extend into transition skin needs of young adult women.• Adult Facial Cleansing, Facial Moisture / Treatment, Sun Care• Target women 20-35

Expand into relevant categories.• Body, Men’s, Therapeutic Hair, Cosmetics…

While maintaining young skin focus, demonstrate broader relevance.

Build uniqueness and surprise with specialty offerings in new categories.

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Product Experience positioning

Discover a deep and clear frustration that will enable consumers to feel that someone finally understands them!

Offer real, noticeable improvement to skin’s health & beauty / avoidance of skin problems.

Look for unique benefits, but maintain credibility.

Never erode trust through over-promises.

Use straightforward, uncomplicated science as a reason to believe.

Maintain expectation of safety through a level of gentleness.

Discover how Dermatologists understand and treat skin.

Talk to a Dermatologist.

Look for what they say about and how they treat skin

issues.

What are they frustrated by?

What are their patients interested in?

What are patient misconceptions,what is the truth?

How do they recommend Neutrogena address skin needs?

Neutrogena connects consumer insights with Dermatologist insights

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Bold, straightforward package communication.

Distil core idea to the front panel.

Dominant, benefit driven names.

Concise, straightforward copy with an approachable tone.

Simple, clean package design.

Premium, uncluttered look.

Simple, angular, apothecary inspired shapes.

Transparent / translucent materials where possible.

Consistent white, blue and amber colors.

Premium formulation design.

Transparent /translucent if possible.

Clean look and feel.

Clean or no fragrance.

Selected sensory cues to efficacy.

Product Experience execution

Delightful in-use experience.

Real, proven efficacy that you can see.

Premium aesthetics.

Execution makes it special.

Details make the difference.

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NeutrogenaIntegrated communication experience

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X X

X

x

X

Communication Experience advertising

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clean

Our work with Dermatologists is more complex than a claim or a seal of approval.

It is the mortar that holds all of our equity building blocks together.

pure gentle effective

straightforward safe trustedhealthy

Dermatologist Recommended

Communication Experience dermatology equity

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Source of InformationLeverage them in providing a foundation of knowledge / insight in skin care & treatment.

Brand Positioning

Engage them in outlining new insights and trends as well as new category / product opportunities.

Brand CredibilityInvolve them in ensuring powerful claims are supported by clinical and scientific testing.

Opinion Leader / Referral SourceEnable them to become respected brand ambassadors to patients, consumers and media.

Make the Dermatologist your partner.

Communication Experience dermatology leverage

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Photodamage PreventionHealthy Defense Moisturizers

UltraSheer Sunscreens

Dermatoses of the Body TreatmentNorwegian Formula Hand Cream

Acne ManagementOil-Free Acne WashHyperkeratotic Scalp Treatment

T/Gel

Have what your Dermatologist

needs.

Develop and detail select professional bulls eye products that combine real efficacy with cosmetically elegant aesthetics to help meet the daily issues faced in practices.

Communication Experience dermatology portfolio

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Stage 3 Stage 2

Stage 1

Build Professional Marketing

Build Derm Advisory Board

Establish a presence atDerm Conferences

Link with Beauty Editors

Stage 2

Hire Detailing Reps

Target Coverage (1% - 30% of Derms.)

Begin Sampling

Derm Conference Presence

Stage 3 Substantial Presence at Derm Conferences

Strong Coverage(Detail to 50+% of Derms)

Contact Secondary Targets

Heavy Sampling

Communication Experience dermatology staging

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Make Neutrogena a critical part of the Beauty Editor doing their job by providing regular information and editorial ideas.

Enable Beauty Editors to become Neutrogena ambassadors.

Enable Editors to elevate the awareness, credibility, stature of Dermatologists.

(90% of U.S. population don’t visit Derms)

Build relationships with Beauty Editors, make it personal!

Educate regularly on skin physiology, skin problems and ways to treat them.

Host non-branded events on skincare topics, include Dermatologist participation.

Facilitate interaction at all levels with leading

Dermatologists.

Provide factual information to Beauty Editors on new and core products.

Separate teaching occasions from talking product to maintain authority.

Supplement activity with branded one-on-one personal desk sides.

Key to the model is a relationship with small / new PR agencies.

They will not rely on expensive event driven detail programs typical of established agencies.

Be the skin health authority to

Beauty Editors.

Communication Experience public relations

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Neutrogenashopping experience

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Brand blocking to create billboard effect.

Bring the Derm to the consumer

Minimize promotion

Select accounts where you can become meaningful and important to the retailer.

They should help build our high quality image, premium pricing positioning.

Open, helpful, special.

Shopping Experience

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Neutrogena video

The Neutrogena Story (available)

Tape of EMM equity speech (available from Asia meeting)

Tape of Dermatologists connection to brand

Tape of Beauty Editor connection to brand (available from Lisa Wallender)

Tape of Consumers connection to brand (available from essence FG)

Page 30: Neutrogena 9.4

Franchise Mission

What are the business goals for this equity?

To become a leading skin care brand worldwide with a broad range of original products that clean, protect and correct skin and delight dermatologists and consumers.

Brand Heritage

What is the is history of the equity? A passion for innovation and ideas, a commitment to extraordinary care, quality and integrity. The ability to create and achieve much with limited resources but unlimited spirit and ingenuity. That’s Neutrogena from its beginning.

- Cult like enthusiasm from consumers, Derms and editors, 1-to-1 relationship with Derms & Editors.

- Products that work (improve & have science), rooted in consumer/ professional insights. - Well executed. Talks to and treats consumers like adults. Straight talking, sometimes clever.-Avoids puffery and uses different touch points to other major brands. “No direct competitor”

Brand Belief What is the brand’s core belief and take on the world?

Through an intimate connection with both dermatologists and consumers, we believe we can make real improvements to the health and beauty of skin.

Brand Vision What will our brand be and offer to consumers in the future?

The brand that dermatologists and consumers love, use and recommend to their families, friends and patients due to the quality, credibility and originality of our products and positionings .

Target Who are we targeting? What are the key attitudes and/or behavior and which define this group?

To young minded women and men (Primarily 16 – 34 females) who are making considered, informed choices, appreciate expert advice and are hunting for real benefits in products. They believe in the importance of healthy skin to get a natural, healthy look.

Competitive Framework

What is the best way to describe who or what we are competing with?

Neutrogena is the brand of premium, dermatologist recommended skin care…

Competing with skincare brands across the upper end of mass as well as lower end of prestige. We also compete with selective specialty, direct and pharmacy brands.

Benefits What is the single minded core benefit that addresses target consumer needs , that is unique, different or competitive?

That you can be absolutely certain you will get real improvements to the health and beauty of your skin and a natural, healthy look.

Reason why What are the features or reasons they will believe the brand can deliver the single minded benefit?

Because Neutrogena uniquely combines the expertise and insight gained from an intimate relationship with Dermatologists and consumers to create a broad range of products that are effective yet safe and gentle.

Brand Connection

What is the emotional ideal or value that you uniquely want your target to associate with your brand?

I love Neutrogena because it works.

Brand Personality

If the brand where an individual, who or what would it be?

Honest. Straightforward. Approachable. Vibrant. Optimistic. Smart, but not always too serious.