Repositioning an Iconic Skincare Brand
Brand Strategy • Audience Insight • Creative Development • Digital Experience • Production • Integrated Campaign • Beauty & Personal Care
The Challenge:
Negative perceptions of product efficacy and harshness as well as a stereotyped teen target created a chasm between the trusted heritage of Noxzema and actual use.
The Insight:
A generation of former users retained enough goodwill to be open to the possibilities, especially as their skin needs (adult breakouts and fears of premature aging) were not currently being met by the marketplace.
The Solution:
An interim print and digital campaign inviting adult women to “Come Clean” about their skin issues while a total repositioning was undertaken, as well as qualitative and quantitative research to define a new target: the Insecure Seeker and develop new packaging.
Results:
The “Come Clean” campaign generated strong audience engagement and brand resonance among adult women, delivering 68% ad recall and significant digital interaction with Noxzema.com. The campaign was recognized in Brandweek. It also informed a broader repositioning strategy, including audience refinement and packaging evolution.