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How might Neutrogena increase ingredient transparency?

Johnson & Johnson Design // Neutrogena


Intern Project at J&J Design



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

Key Insights

Through our consumer interviews, we identified 3 main consumer emotions.

1. Skepticism: Consumers are wary of big companies because they that the companies are only in it
for the money.

2. 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.

3. Intimidation: Consumers do not understand and are turned off by the scientific vocabulary that companies use to describe ingredients.

Project Process

Competitive Benchmarking

Persona Development


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. 

After talking to consumers, our team developed a persona that guided and aligned our team as well as helped tell our story.

Based on our observations, our team developed high-fidelity screen mock-ups to illustrate the new, digital strategy for Neutrogena.

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