The Rapid Wrinkle Repair messaging needed a refresh and I was asked to work on developing new assets that stayed within the established campaign. The “wrinkle cream graveyard” concept I came up with was inspired by my own crowded beauty-product cabinet and was highly disruptive in the category, pushing Neutrogena’s RRW franchise to number one in anti-aging at mass. The TV and print ads I wrote and executed (as well as the digital messaging derived from them) were hugely successful for Neutrogena in both consumer recognition/industry buzz and resulting sales lifts.
Neutrogena Rapid Wrinkle Repair Treatment "Graveyard"
