Introduction
Neutrogena Hydroboost is a line of skin-care and makeup products that focuses on hydration and refreshment. It belongs to Johnson & Johnson Consumer Inc, a widely established and affluent company. Currently, the central aspect of this company’s marketing is recovering and achieving one’s health and fresh look by offering various products such as moisturizers, cleansers, makeup, and sun protection. Since this company already has an established reputation and outlook, it is logical to continue its marketing in the assured direction.
Marketing Objective
In order to set up a marketing objective for Neutrogena Hydroboost, it is necessary to perceive the company’s current market position. Using the online tool Google Trends, a graph of searches for Neutrogena’s products has been obtained. As can be seen in the Figure 1, the search history for the products, in general, is quite stable, varying from 70 (being the lowest) and 100 (being the highest). Therefore, the marketing objective does not need to concentrate on sustaining already accomplished growth, but rather acceding to previous expectations.
It is fair to say that skin-care is the main attraction within Neutrogena’s range of products. In order to broaden monetary horizons, marketing can be directed at their makeup line. Facial makeup is expected to grow at a 5.9% CAGR by 2027, in comparison to the skin-care market, which is expected to grow at a 4.69% CAGR (Mordor Intelligence, 2021). This means that the competition within makeup realms is going to become more heated; however, there are certain qualities that Neutrogena’s brand can use to its advantage. For example, the production does not need to come out with a broad range of new products to succeed. Given the fact that skin-care is a very particular aspect of a person’s routine, people tend to be more careful with products that they buy for their skin. In order to purchase such a product, people usually consider allergies, irritations, and time of the year. These precautions are less present when they purchase lipsticks or lip-glosses, or even eye-shadow.
Marketing Strategies
As it has been mentioned above, Neutrogena Hydroboost has certain advantages over its competitors. The main thing to consider is its reputation as a rather skin-care-oriented brand. Therefore, its makeup line can be marketed as not only makeup that helps to hydrate and freshen the skin, but also makeup that does not collide with one’s skin-care. The marketing campaign should highlight the fact that using different brands for makeup and skin-care can cause damage from irritation to the development of new allergies. It should also point out that using cosmetics from the same brand enhances its skin-care products’ effectiveness. In the current state, the website of Neutrogena Hydroboost displays makeup options as rather an addition to cleansers and moisturizers. For example, the search results for Neutrogena makeup display lower rate of popularity, as can be seen in Figure 2. Therefore, it would make more sense to present them as a whole in the new campaign.
Conclusion
In conclusion, Neutrogena Hydroboost is a fairly stable company that has plenty of potential for further development and profit. An advantage that it has over other players on the market is the fact that it is already established as a skin-care company. This reputation will allow it to broaden into the makeup field more smoothly and provides marketing with unique strategies. The main point of the new marketing campaign would be the beneficial effects of using both skin-care and makeup from this brand.
Reference
Mordor Intelligence. (2021). Facial makeup market – growth, trends, Covid-19 impact, and forecasts (2022 – 2027) [Data Set]. Web.
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