Neutrogena, a division Johnson & Johnson, is one of the
world’s favorite producers of beauty products and
cosmetics. Best known for its distinctive amber colored
soaps, the company also includes a diversified line of
dermatologist recommended facial cleansers, moisturizers and
sunscreens in its family of products. Neutrogena is also
considered to be among the most progressive of the Johnson
& Johnson companies – always seeking to be at the
forefront of innovative marketing campaigns.
CHALLENGE
One of Neutrogena’s primary goals in participating in the
Neutrogena-MTV Road Tour was to promote its facial
cleansers, moisturizers and sunscreens to its target
demographic -- college age women. The Road Tour was a
traveling festival, visiting more than 20 college campuses
across the United States, which featured the band
“Garbage” as well as an assortment of outdoor pavilions
and booths. The main pavilion, sponsored by Neutrogena,
included a variety of product giveaways to introduce the
college students to Neutrogena skin products.
In addition to providing free samples, Neutrogena wanted
to promote its dermatologist tested facial products by
educating festival visitors about their unique benefits.
Neutrogena needed an informative and entertaining marketing
tool that would engage the students – in a high tech
format – while they waited to receive individual
consultations as well as free product samples.
The company wanted to provide the festival visitors access
to its widely popular Sun Quiz, a computer application
already in use on the Neutrogena web site. The Sun Quiz, an
interactive electronic questionnaire, queried users about
factors including sun exposure and skin type, and provided
specific product recommendations based on the users response
to the Quiz. This marketing initiative, however, had to be
suitable to the conditions of the road tour, which included
semi-outdoor pavilions that were assembled, broken down and
transported to another college campus on a daily basis.
SOLUTION
Neutrogena needed a mobile touch screen computer that could
not only administer the Sun Quiz, provide related
information and track the results but also could withstand
the rigorous conditions of a concert atmosphere. Realizing
that they needed a portable and robust system, Neutrogena
chose SeePoint’s multi-terminal pole mounted kiosks.
SeePoint’s PoleMount kiosk ideally suited Neutrogena’s
requirements. The multi-terminal configuration enabled
multiple students to simultaneously use the system.
Additionally, each terminal was enclosed in a cast aluminum
enclosure that provided the ruggedness required of a public,
unattended and semi-outdoor kiosk installation. The cast
aluminum enclosure deterred malfunction caused by vandalism,
misuse and abuse. SeePoint’s patented design also
safeguarded against dust, dirt and moisture, protecting the
computer from debris from the outdoor floors on which the
kiosk stood as well as from students who brought food and
beverages into the pavilion.
RESULTS
Thousands of college students throughout the country were
introduced to Neutrogena’s skin products by taking the Sun
Quiz from SeePoint’s PoleMount kiosks.
