Neutrogena investing in digital in North Asia

By Lucy Whitehouse

- Last updated on GMT

Neutrogena investing in digital in North Asia

Related tags Advertising

Johnson & Johnson-owned skin care brand Neutrogena has shown itself keen to invest in digital marketing in North Asia, recently awarding a marketing contract within the region to digital communications agency, DDB Group Hong Kong.

Mitchell Tan, digital group head at DDB, said, “We have put together a suite of digital and social media products and services that are tailored for Neutrogena Hong Kong, and specifically to provide a winning edge.​”

Digital is an increasingly crucial element to beauty marketing, and Neutrogena’s move to invest in it within North Asia confirms the brand is keen to keep up with the evolving advertising landscape there.

Rick Fong, marketing director for Neutrogena North Asia - Hong Kong and Taiwan, said, “DDB’s creativity demonstrated a strategic opportunity to take our brand to the next level. I believe this team can deliver something out of the ordinary for Neutrogena​.”

Digital beauty

Neutrogena’s renewed interest in digital, specifically marketing via social media, confirms the brand is poised to tap into the latest and most important consumer trends for brand interaction and loyalty/ 

Speaking last week to CosmeticsDesign, Global President of Mintel’s beauty and personal care division Jane Henderson pulled out some key platforms brands should be focusing on.

“Our research shows that apps such as Instagram and Snapchat have seen huge growth in recent years because they rely largely on imagery that is easy to take in. In line with this, beauty companies are targeting these types of visual communication tools as a means of engagement,” ​Henderson said.

Johnson & Johnson

Johnson & Johnson recently reported higher-than-expected quarterly earnings, helped by cost cuts and lower taxes, following an underwhelming performance at the end of last year.

The multinational has stated it intends to focus on its medical devices division to drive sales up in the coming months, but the efforts of Neutrogena in North Asia suggests the parent company hasn’t forgotten about its skin care offering.

Tan, DDB head, confirmed that his agency’s contact win “reaffirms DDB’s commitment to building brand leadership for Johnson & Johnson’s Neutrogena in the region.

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