The new Neutrogena Wave Power Cleanser is unlike anything Neutrogena has ever debuted. In fact, it's so unusual, teen girls often didn't know what it was.Playing on this insight, the fully integrated, multi-channel launch campaign was split into two phases. During the initial "teaser" phase, a teaser site invited girls to join in a virtual guessing game about the Wave's true identity. Two months later, the second phase revealed the answer to this "small mystery" through an official launch site, two commercials and a print ad, creating a uniformity of message that carried the Wave's brand equity and persona throughout the life cycle of the campaign.