How Neutrogena is Engaging Consumers With Holiday Skin Care Experiences
Neutrogena is an American brand of skin care, hair care, and cosmetics within the Johnson & Johnson Consumer Health. As a skin care brand that is trusted by industry-leading Dermatologists, Neutrogena offers some of the world’s most beloved beauty, skin care lines, and manufacturers.
Now, more than ever, consumers equate health with beauty. As many consumers realized in 2020, skin care is one of the best ways to maintain health and beauty. That’s why Neutrogena aimed to offer its consumers opportunities to get to know their skin better ahead of the end-of-year holidays. To achieve this, Neutrogena needed to refresh its online commerce experiences and leverage Salesforce Marketing Cloud (SFMC) to engage consumers with more personalized messaging throughout the holiday shopping season.
As a 17-year Salesforce Consulting Partner and one of the largest Salesforce Marketing Cloud partners, DEG, a Merkle Company, provided Neutrogena with best practices and guidance on audience segmentation and dynamic subject lines and messaging. The DEG team implemented the integration of Salesforce Einstein AI software to capture consumer behaviors within Neutrogena.com, updated the brand’s annual online holiday shop, The Bar digital resource, and developed a Skin360 progressive web app (PWA).
First, the team began updating the Neutrogena online holiday shop, which was developed for the brand in 2017, incorporating seasonal bundles, promotions, and offers. The team also grouped products by gifting categories, such as products for your best friend and self-care recommendations.
Built in 2018 by DEG, The Bar — Neutrogena’s online resource for top beauty, skin, and lifestyle tips and trends — also received an update. DEG highlighted the seasonal holiday products in several gift guides, providing website visitors with recommended products by price range and skin-care concerns, e.g., acne.
Next, was the development and implementation of Neutrogena Skin360 PWA into Neutrogena.com, providing the skin assessment technology to more consumers. Using the Skin360 app, consumers can assess their skin and create a custom skincare routine from their desktop or smartphone. No app download is required. DEG’s engineering team collaborated with Neutrogena to install Einstein to integrate with Salesforce Commerce Cloud to gather consumer data from Neutrogena.com for future marketing initiatives.
Using Journey Builder in Marketing Cloud, we created audience segments based on personas and made strategic recommendations for frequency and cadence of messages sent to each audience.
To improve engagement in 2020, email subscribers received early access to the brand’s Black Friday sales on Wednesday, giving loyal subscribers a VIP feeling. The team built and deployed all Neutrogena holiday emails within Marketing Cloud and executed resends based on initial Black-Friday-sale email engagement.
The Skin360 web app helps drive connected commerce across DTC and e-retail channels, enabling Neutrogena to build first-party data and high-value audiences based on skin-concern data. Neutrogena can now engage consumers with more personalized messaging and product recommendations across digital experiences.
Increase in sales on Black Friday week
Conversion rate, a 6.12% year-over-year increase, with email as the highest performing channel
Increase in site traffic, with nearly half a million consumers visiting the site
Increase in site conversions during this period
Increase in spend from consumers who developed a regimen through the Skin360 web app
Keys to success
- Development and implementation of Neutrogena Skin360 PWA into Neutrogena.com
- Implementation of Salesforce Einstein AI software to capture consumer behaviors within Neutrogena.com
- Leveraged Journey Builder to develop audience segments for more strategic recommendations
- Update of the brand’s annual online holiday shop and The Bar digital resource