The Marketing mix of Neutrogena analyses the 4Ps of Neutrogena, which includes the Product, Price, Place, and Promotion of Neutrogena. Neutrogena is a subsidiary of its parent company, Johnson & Johnson. It is an American-origin brand. Neutrogena was founded in 1930 by its founder, Emanuel Stolaroff. The company is associated with the FMCG sector as a personal care brand.
Neutrogena has been hailed as a beacon of excellence as it occupies a prominent position in the consumer market. The brand has been equated with health and beauty before and after its acquisition with its parent company. It faces competition from the following
- Patanjali
- Novartis
- Pfizer
- Ayurvedic Medicines and products
- Himalaya Natural
About Neutrogena
- Type: Consumer goods company
- Industry: Cosmetics, skincare, and hair care
- Founded: 1930
- Founders: Emanuel Stolaroff
- Headquarters: Los Angeles, California
- Area served: Worldwide
- Current CEO: Javier G. Rodriguez
- Number of employees: Over 10,000
- Major products: Skin care products, hair care products, and cosmetics
Table of Contents
Neutrogena Product Strategy
Neutrogena has been able to carve a niche name for itself because of its superior products. The dermatologists have recommended it as a safe product. The company has a complete range of products under its Neutrogena brand, aimed at both men and women. It has specific products for problems like acne, sun-rays, and aging. Its diversified product portfolio includes-
Skin Care
Products are available for
- Oily Skin Concern
- Sensitive Skin Concern
- Dry Skin Concern
- Puffy Eyes and Dark Circles Concern
- Aging Skin Concern
- Acne Concern
Products include
- Masks
- Body and Bath
- Targeted Treatments and Devices
- Facial Serums and Facial Moisturizers
- Facial Toners and Facial Cleansers
Makeup
Products are available for
- Sensitive Skin Concern
- Oily Skin Concern
- Dry Skin Concern
- Aging skin Concern
- Acne Concern
Products include
- Makeup Removers
- For Lips
- For Face
- For Eyes
Sun Care
Products are available for
- Sunless Tanning
- Mineral Sunscreen
- Kids’ Sunscreen and Baby Sunscreen
- Adult Sunscreen
Products include
- Sticks
- Sprays
- Lotions
Hair Care
Products are available for
- Itchy Scalp Concern
- Dandruff Concern
- Damaged and Dry Hair Concern
Products include
- Treatments
- Conditioners
- Shampoo
Some essential Neutrogena products that are very popular in the consumer market are
- Neutrogena Hydro Boost Water Gel Lotion SPF 30
- Neutrogena Rapid Wrinkle Repair Regenerating Cream is fragrance-free
- Neutrogena T/Gel Daily Control 2-in-1 Dandruff Shampoo Plus Conditioner
- Neutrogena T/Gel Therapeutic Shampoo Stubborn Itch
- Neutrogena Triple Moisture Cream Leather Shampoo
- Neutrogena Triple Moisture Daily Deep Conditioner
- Neutrogena Triple Moisture Deep Recovery Hair Mask
- Neutrogena Healthy Skin Glow Sheers Broad Spectrum
- Neutrogena Healthy Skin Primer Broad Spectrum SPF 15
- Neutrogena Nourishing Long Wear Liquid Makeup Broad Spectrum SPF 20
- Neutrogena Rapid Dark Circle Repair Eye Cream Eye Cream
- Neutrogena Double Radiance Set
- Neutrogena Healthy Defense Daily Moisturizer With Sunscreen Broad Spectrum SPF 50- Sensitive Skin
- Neutrogena Hydro Boost Gel Cream Extra Dry Skin
- Neutrogena Sensitive Skin Double Cleansing Set
- Neutrogena Ultra Gentle Daily Cleanser
- Neutrogena Extra Gentle Eye Makeup Remover Pads
- Neutrogena Oil-Free Moisture Sensitive Skin
- Neutrogena Ultra Sheer Dry-Touch sunscreen Broad Spectrum SPF 100+
- Neutrogena Clear Face Breakout Free Liquid Lotion Sunscreen Broad Spectrum SPF 55
- Neutrogena Age Shield Face Oil-Free Lotion Sunscreen Broad Spectrum SPF 110
- Neutrogena sheer Zinc Dry-Touch Sunscreen Broad Spectrum SPF 50
Neutrogena, known for its wide range of skincare products, offers a diverse product mix catering to various skin types and concerns.
The product mix of Neutrogena in 2023 is as follows (Source)
- Facial Cleansers: Including various formulations like foaming cleansers, gel cleansers, and micellar waters, these products are designed to remove dirt, oil, and makeup while being gentle on the skin.
- Moisturizers: They offer a range of moisturizers suitable for different skin types, including options for sensitive, dry, oily, and combination skin. Some moisturizers also contain SPF for added sun protection.
- Acne Treatments: Neutrogena provides products specifically formulated to combat acne, including spot treatments, cleansers, and toners with ingredients like salicylic acid and benzoyl peroxide.
- Anti-Aging Products: This line includes serums, creams, and treatments targeted at reducing the appearance of wrinkles, fine lines, and other signs of aging.
- Sun Protection: Neutrogena has a line of sunscreen products offering broad-spectrum protection, available in various forms such as lotions, sprays, and sticks.
- Hair Care Products: They also offer a range of shampoos, conditioners, and treatments for different hair concerns like dandruff, scalp health, and hair repair.
- Makeup: Neutrogena provides various makeup products, including foundations, concealers, lip products, and eye makeup, often formulated with skin-benefiting ingredients.
- Body Care includes body washes, lotions, and oils formulated to nourish and hydrate the skin.
Each product category includes a variety of formulations and specific products designed to make new products to meet different individual skincare needs.
Neutrogena Place Strategy
Neutrogena is a global company that operates from its headquarters in Los Angeles in the United States. Its product presence has spread to nearly seventy countries worldwide, including Argentina, Germany, Brazil, Korea, China, Australia, India, Japan, France, Canada, Korea, Russia, New Zealand, the United Kingdom, Peru, Spain, Portugal, and Chile.
Neutrogena has a widespread supply chain and distribution network for marketing its products. It also takes help from the marketing strategies of its parent company to reach further markets and, hence, has been able to expand its horizons successfully in the consumer market.
It has entered several tie-ups with hospitals, clinics, and hotel chains to market its products. All these places helped the brand attain a high-quality status and created a good market. The products are also available at supermarkets, convenience stores, hypermarkets, drugstores, grocery stores, and malls.
Neutrogena place strategy is as follows:
- Neutrogena products are widely available in various retail channels, including drugstores, supermarkets, and department stores, making them accessible to a broad customer base.
- The brand also has a significant online presence, selling through its website and major e-commerce platforms like Amazon, ensuring easy accessibility for online shoppers.
- Neutrogena leverages strategic shelf placement in stores, often positioned in prominent locations within the skincare and beauty sections, to attract consumers’ attention.
- The company’s global distribution network ensures its products are available in numerous countries, catering to international markets.
- Neutrogena also partners with dermatologists and skincare professionals, placing its products in clinics and medical offices, which helps build its reputation as a dermatologist-recommended brand.
Neutrogena Pricing Strategy
Neutrogena has targeted professionals, youths, and teenagers as its first target audience and customers looking for a complete skincare regime. It has positioned itself as a safe brand because Dermatologists have recommended it.
Neutrogena wanted to penetrate deeper markets. It was aware of the intense competition from several brands. It adopted a unique pricing and marketing strategy to keep its company safe from competitors and competitive pricing. Its products are of premium quality, but it has adopted a mid-premium pricing policy to avoid direct competition from rival brands.
The prices are midway and are positioned between elite and regular but good products. As dermatologists recommended the brand, people chose it as it seemed safe. Low costs, brand loyalty, and high credibility have been essential factors in the huge success and, more significantly, brand revenues.
Neutrogena’s pricing strategy is carefully crafted to position the brand as accessible and premium within the skincare market. The brand employs a value-based pricing approach, setting prices that reflect the perceived value of its products to the target market. This strategy allows them to maintain a competitive edge while ensuring a perception of quality and effectiveness.
The brand often utilizes competitive pricing, particularly in categories with intense competition. By using product features and aligning its prices with competitors, Neutrogena ensures that its products are attractive for cost-conscious consumers still seeking high-quality skincare solutions.
In addition, Neutrogena employs psychological pricing tactics. Using just-below pricing, like pricing products at $19.99 instead of $20, is a common technique to make high-quality products appear more affordable and appealing to a broader customer base.
Neutrogena also practices product line pricing, a marketing mix model where products within the same line are priced differently based on features or formulations. This strategy caters to broader consumer budgets and encourages customers to trade up within the product line.
Lastly, Neutrogena occasionally uses promotional pricing, offering discounts and bundles during certain periods. This advertising strategy boosts short-term sales, attracts new customers, and encourages existing customers to try more products from their range.
Neutrogena Promotion Strategy
Neutrogena has always adopted a no-holds-barred policy that is bold and aggressive to create brand awareness in markets. The company cultivated a firm relationship with luxury hotels and dermatologists, where it supplied free samples repeatedly. This created immense brand equity and visibility for the company, which was now recommended wholeheartedly by word-of-mouth publicity. As part of its promotional activities, Neutrogena has offered trial-size bars for free.
Neutrogena has created innovative and descriptive ad campaigns that are shown via television channels, radio, magazines, TV advertisements, hoardings, and billboards. The company has used social media tools for promotional activities and is linked with the customers via its official website, Twitter account, Facebook page, Instagram, and YouTube. Its important taglines are Just Healthy Beautiful Skin and # 1 Dermatologist Recommended.
Neutrogena is an essential and well-recognized brand in the international market. It has roped in several celebrities and famous personalities to act in its commercials and as its spokesmodels. Notable associates are Kristen Bell, Julie Bowen, Jennifer Garner, Miranda Cosgrove, Cindy Chen, Olivia Holt, Bella Thorne, Samantha Ruth Prabhu, Kerry Washington, Paola Rey, Deepika Padukone, Prachi Desai, Emma Roberts and Kelly Preston.
Neutrogena’s promotion strategy is as follows:
The brand heavily invests in digital marketing, utilizing social media platforms and online advertising to reach a broad, tech-savvy audience. Celebrity endorsements and partnerships with skincare influencers are crucial elements, leveraging their credibility and reach to promote Neutrogena products. Neutrogena also employs traditional advertising methods, such as TV and print ads, to maintain brand visibility and appeal to a diverse customer base.
Some Recent Video ads and Print ads of Neutrogena are:
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