Neutrogena Makeup — Powered Up Beauty Relaunching a makeup line most people didn’t know existed.
Neutrogena is one of the most trusted names in skincare, yet almost nobody knew it made makeup. Powered Up Beauty relaunched the line as makeup fueled by skincare: real skin, diverse talent and macro photography that put the formula front and center. One idea and one shoot became a full 360 campaign: a hero video for paid digital and social, a color-coded visual system for four skin needs, in-store fixturing, the digital shelf, owned social, and a shopper-marketing toolkit. Everywhere people saw it, it said the same thing: this makeup works for your skin.
The challenge
Neutrogena is one of the most trusted names in skincare, but almost nobody knew it made makeup. The line was being reorganized around skin needs, and it had to launch like something new, not a shelf reset.
The insight
Beauty shoppers stopped wanting makeup that hides their skin. They want makeup that works for it. They’re done with heavy coverage and following trends, and they’re overwhelmed by choice. What they want is a product made for their skin, from a brand they trust with their skin.
The idea: Powered Up Beauty
Makeup that doesn’t just sit pretty. We put Neutrogena’s dermatologist heritage up front and positioned the line as a skin solution, not a cover-up. The look was real skin, real texture and diverse talent, with science cues like droplets, macro textures and airy gradients to show the skincare inside the makeup.
The rollout
The rollout ran in four stages: attract, engage, educate and convert. Paid social teasers and behind-the-scenes content came before launch. The launch went out across paid social, the new wall fixturing and the digital shelf. After launch, the content shifted to education and conversion: demos, the science behind the formulas, and guides to help shoppers find the right product for their skin.
The product story
Every formula got its own moment. We shot each product the way it actually feels: serums falling as droplets, tints sliding on, powders breaking into texture. The skincare is visible in every frame. Each product sits on the seamless color of its skin need, so the line looks like one family on a feed and on shelf.
Role: Creative Director. I led the concept and art direction, directed the shoot, and led the brand rollout.
Deliverables: Campaign video, product and talent photography, paid and organic social, in-store fixturing, digital shelf
Agency: Oliver
Production: Twin Pics
