Instead of another public service announcement, we turned to millennial women’s passions of fashion and technology to create a world first UV-activated fashion range – Neutrogena’s Skinnovation Collection, clothing that’s as sensitive to the sun as you are.

Designed in collaboration with Venroy, an iconic Aussie fashion brand synonymous with summer, the Collection used UV reactive technology to turn everyday garments into a daily sun reminder.

Embroidered with UV-activated beading, each garment transformed the moment the wearer stepped into the sun, showcasing the risk of daily sun exposure and reminding them to apply Neutrogena every time they went outside.

Social films revealed the science behind the collection, with educational messages explaining the importance of daily sun protection.

The Collection was launched in the first week of summer, leveraging the Bureau of Meteorology’s UV Index to add credibility and show the risk of daily sun exposure.

We engaged former Miss World Australia, Erin Holland, to debut the Collection. With her family history of skin cancer, the Collection provided Erin and Neutrogena an opportunity to educate on the importance of everyday sun protection.

The launch included our Collection’s debut and national media interviews with Erin, along with product drops and healthcare professional interviews to add credibility.

Video content was used to engage and educate with edits developed for PR, social and digital channels.

Business:

• 24.6% sales growth versus previous campaign period. This was the only campaign in market.

PR:

• 101 pieces of national and international media coverage, including News Corp, national TV and global coverage from Daily Mail UK

• 94,307,053 earned media reach

• 95% of coverage includes 3+ Neutrogena key messages

• 100% positive sentiment

Social:

291% increase in Neutrogena sun care Adwords during campaign period

177% increase in web traffic to brand website during campaign period

8.8 million social reach

14% increase in social engagement rate