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 one brand sought to capitalize on the self-care craze and offer consumers opportunities to get to know their skin in time for the end-of-year holidays.

The challenge

Neutrogena is an American brand of skin care, hair care, and cosmetics and is part of Johnson & Johnson Consumer Health. As a skin care brand that is trusted by industry-leading dermatologists, Neutrogena offers some of the world’s most loved beauty and skin care lines and manufacturers and markets products in more than 70 countries.

Looking to leverage Salesforce more throughout the holiday shopping season, Neutrogena turned to its email marketing and commerce partner DEG to help refresh its online commerce experiences and use Salesforce Marketing Cloud to engage consumers with more personalized messaging.

The strategy

As a Platinum Salesforce Consulting Partner and one of the largest Salesforce Marketing Cloud partners, DEG provided Neutrogena with best practices and guidance on audience segmentation and dynamic subject lines and messaging. DEG also planned the integration of Salesforce Einstein AI software to capture consumer behaviors within Neutrogena.com, update the brand’s annual online holiday shop and The Bar digital resource, and develop a Skin360 progressive web app (PWA).

The solution

DEG began by updating the Neutrogena online holiday shop, which it developed for the brand in 2017, incorporating seasonal bundles, promotions, and offers. The agency also helped group 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—received an update as well. The agency 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, DEG developed and incorporated the 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 required.

Meanwhile, DEG’s engineering team collaborated with Neutrogena to install Einstein and integrate it with Salesforce Commerce Cloud to gather consumer data from Neutrogena.com for future marketing initiatives.

Using Journey Builder in Marketing Cloud, the agency’s relationship marketing team 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, DEG sent Neutrogena email subscribers early access to the brand’s Black Friday sales on Wednesday, giving loyal subscribers a VIP feeling. DEG built and deployed all Neutrogena holiday emails within Marketing Cloud—partnering with agency Integer for the messaging creative—and executed resends based on initial Black-Friday-sale email engagement.

The outcome

Neutrogena had a 56% increase in ordered sales for the week of Black Friday compared to the same period in 2019. Email was the brand’s highest-performing channel, garnering a 6.12% increase in year over year conversion rate. During this same period, Neutrogena.com site traffic was up more than 50%—with nearly half a million consumers visiting the site—and equally impressive site conversions to match.

Following the launch, Neutrogena saw consumers who developed a regimen through the Skin360 web app spent 43% more on average than those who didn’t. Appealing to a younger audience, 70% of consumers who used Skin360 were first-time Neutrogena.com users and are mostly in their 20s, according to Skin360 mobile data.

Not only does the Skin360 web app help drive connected commerce across DTC and e-retail channels, but it allows Neutrogena to build first-party data and high-value audiences based on skin-concern data. Now, Neutrogena and DEG can continue engaging consumers with more personalized messaging and product recommendations across the brand’s digital experiences.