Neutrogena unveils the key to beauty with Charlene Choi

Neutrogena has taken a new approach for its latest campaign themed "Initiative is key to beauty" (主動 . 成就美麗), which encourages women in Hong Kong to take the initiative to pursue their goals.Since its previous media campaign "Keep it up for a brighter you" in May, the company has embarked on a new approach to share its brand values with emotional storytelling.Created by DDB Shanghai and Omnicom Media Group Hong Kong, the campaign leads with a product-focused TV commercial, starring local signer Charlene Choi:https://vimeo.com/102091657Alongside the TV commercial is a stirring viral video in collaboration with she.com, featuring local short film maker Lai Yan-chi's story of how being proactive helps pave the way towards her achievements in career:https://vimeo.com/102091820“Today’s consumers look beyond functional information to emotional values from a brand. We try to add different values via our campaigns to help shape our brand identity and tell differentiation from other skincare brands,” said Edith Poon, group brand manager, marketing, Johnson & Johnson.“The core message for this campaign echoes with our new product’s capacity to constantly and proactively pump hydration into our skins. By sending a message of being proactive, we hope to inspire women in Hong Kong to take initiative in their life for their dreams, just like what Lai Yan-chi shows us,” added Jennifer Lin, brand manger, marketing, Johnson & Johnson.In order to viral this positive attitude among Hong Kong women, Neutrogena has also invited local singer Charlene Choi, Cherie Ho, founder of Maison de Cherie, and Hami founder of Hami Bakery, to share their ‘proactive’ stories on its official Facebook page.Encouraging women to be more proactive, for every “declaration of being proactive” on Facebook, the company will donate HK$1 to charity association.The campaign will run until mid September.Credits:Client: NeutrogenaGroup Brand Manager: Edith PoonBrand Manager: Jennifer LinMarketing Executive: Rachel CheungMedia agency: OMDProduction partner: she.com