Neutrogena – Deep Clean Demo

For the Deep Clean Demo, Neutrogena needed to make the "Removes make-up in one swipe" promise something shoppers in the skin care category could see for themselves, not just read on a label. In the few seconds a shopper spends at shelf or in a consultation, copy and ingredient lists rarely land, especially when rival products advertise cleansing & purity claims.

The brief for the Deep Clean Demo was to turn that abstract message into a tangible, repeatable proof point that retail staff, pharmacists or beauty advisors could run on demand, without lab equipment or specialist training, while staying on brand for Neutrogena.

Neutrogena was looking for a highly engaging demo tool to be used at the POS. Their other primary goal was to prove their product claim: “See what’s possible with one clean sweep”. They were looking for a DEMO tool that could prove their claim within seconds, and, most...

USP Demo Solutions built the Deep Clean Demo for Neutrogena around the Make-Up Removal Demo method, reducing the Removes make-up in one swipe story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the skin care aisle instead of a one-way pitch.

From the same physical interaction with the Deep Clean Demo, the demo substantiates claim areas such as cleansing & purity, so a single asset can carry several conversations across the Neutrogena range.

The result for Neutrogena is a clears kin without impurities, delivered through the Deep Clean Demo as something the consumer experiences first-hand rather than has to take on trust.

By turning Neutrogena's "Removes make-up in one swipe" message into a hands-on Make-Up Removal Demo moment, the Deep Clean Demo becomes a credible, science-backed conversation starter the shopper can repeat for a friend.

In the field, Neutrogena runs the Deep Clean Demo primarily for retail activation, delivered in physical demo so the same Make-Up Removal Demo proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.