Diving letter:
- Johnson & Johnson skincare brand Neutrogena launched their first branded content studio to create original programs that inspire consumers and educate them about taking better care of their skin. As part of the launch, Neutrogena Studios also released a trailer for their first documentary entitled “In the Sun,” which follows seven families and will be released on April 27 on video-on-demand platforms.
- Neutrogena actress and brand ambassador, Kerry Washington, produced In the Sun to demonstrate the long-term effects of sun exposure on skin. The documentary includes expert advice from Dr. Shirley Chi, a dermatologist who uses the film’s website to educate people about “simple but safe ways to enjoy the beauty of sunshine.”
- Neutrogena Studios, in partnership with Ghetto Film School, a non-profit organization with offices in New York, Los Angeles and London, launched their First Frame program. The program will involve Generation Z filmmakers in Neutrogena’s efforts to create short films that are in line with its branding mission.
Dive Insight:
Neutrogena’s launch of a content studio can help the brand create more detailed programming that could differentiate them from competitors in the skin care category. Given the increasing fragmentation of the media environment with the adoption of non-advertising video-on-demand services, including those like Netflix and Disney +, brands like Neutrogena need to develop ways to reach and engage consumers. By creating content that is more seamlessly integrated with the news, information can be provided that is fun and useful for viewers, while positioning Neutrogena as a brand that supports healthy skin care habits.
With the upcoming release of In the Sun, Neutrogena aims to keep viewers engaging with stories of people who spend a lot of time outdoors while providing tips from a dermatologist to reduce the risk of skin cancer. According to the World Health Organization, skin cancer accounts for around a third of cancer diagnoses worldwide. According to the World Health Organizations, skin cancer has become more common since the early 1970s. In addition to supporting branded messaging, Neutrogena aims to support younger filmmakers in their creative endeavors by partnering with Ghetto Film School.
“We’re creating a stage for different creators to tell their stories,” said Sebastian Garcia-Vinyard, director of studio content at Neutrogena Studios, in a statement. “By being authentic, these stories elevate the importance of skin care and give viewers the information they need to take steps to protect and care for all skin types.”
Neutrogena is the newest marketer to delve deeper into content production. Procter & Gamble’s SK-II skincare brand set up a film studio division and content hub last month to create original programming. SK-II Studio’s production includes eight original films that focus on the social pressures affecting women today through films as part of the #ChangeDestiny campaign. Every time someone watches one of the films, the brand also donates to organizations that support women.
To encourage more brands to create original content on its video platform, Roku also launched a content studio last month that offers marketers an expanded range of ad formats and TV programming. The studio creates short-form television programming, interactive video ads, and other branded content on The Roku Channel, the company’s advertising-based video-on-demand (AVOD) hub. Several employees from the branded entertainment department of content studio Funny Or Die joined Roku as part of an agreement between the companies.