Increasing ingredient transparency for the Neutrogena brand at Johnson & Johnson.
PROJECT Ingredient Transparency
INDUSTRY Consumer Health
ROLE Primary strategist, led consumer interviews, synthesis, and persona development
Young consumers are skeptical of ingredients, sustainability, and social initiatives. Our hypothesis was that if J&J is transparent about their current progress through authentic digital activations, then trust and consideration for the Neutrogena brand will increase.
My team, consisting of 3 summer interns, developed an omnichannel digital strategy focused on ingredient transparency for Neutrogena. This included updating the ingredient PDPs, the ingredient glossary, and creating touchpoints for users to reach these resources
Looking at the Competition
Ingredient transparency is a hot topic. Therefore, my team looked at our competition's practices and highlighted what they are doing well as well as where they are lacking.
Developing the Persona
After talking to consumers, our team developed a persona that guided and aligned our team as well as helped tell our story.
Through our consumer interviews, we identified 3 main consumer emotions.
Skepticism - Consumers are wary of big companies because they that the companies are only in it for the money.
Frustration - Consumers are frustrated with the fact that there are so many products available but are still unsure which products will work for their unique needs.
Intimidation - Consumers do not understand and are turned off by the scientific vocabulary that companies use to describe ingredients.