NTG FMT Retailer Tool Kit Jan042022
NTG FMT Retailer Tool Kit Jan042022
NTG FMT Retailer Tool Kit Jan042022
Contents 05 Products
08 Key Visual
12 Digital
35 Products
38 Key Visual
39 Key Visual (Pro+ Serum)
13 Key Visual (Gel-Cream & Serum) 42 Digital
16 Digital (HA Serum)
17 Display (HA serum)
44 APPENDIX
20 RAPID FIRMINGTM 47 Display (Gel-Cream)
21 Products 48 Full Hydro Boost Claims
23 Key Visual 54 Full Rapid Tone Repair Claims
26 Digital 55 Awards & Usage Rights
28 Display
For overall guidance on the visual, voice and vibe of the For People With
SkinTM brand campaign please see overarching brand guidelines,
including:
• Photography
• Typography and fonts
• Colors
• Overall communications goals
Hydro Boost PLATFORM HERO: Hyaluronic Acid Serum (Through April); Gel-Cream Extra-Dry (April+)
Hero Product Secondary Priorities: Water Gel, Night Pressed Serum, NEW Moisturizer SPF 50, Eye Serum
Feature:
Build Basket with 2+ categories or 2+ FMT products when possible, with FMT HA Serum hero as focus.
Through April 2022 • Head to Toe Hydration: Facial hydration with Gel-Cream or SPF 50 + Body Hydration
Long-lasting Hydration
Hydro Boost • Clinically proven to intensely hydrate for healthy, glowing skin. (Alt: For a long-lasting, healthy, hydrated glow).
• (Hydration you can feel) Up to 48 hours of hydration.
Priority SKUs • The #1 Hyaluronic Acid facial care line.*
(*Johnson & Johnson calculation based on Scantrack for the FMT with Hyaluronic Acid category for the 52 weeks ending 12/04/21 time period.
Copyright © 2022, Nielsen Consumer LLC.) * Claim should be validated and disclaimer updated with the most recent data at the time the claim is used.
Through
Priority SKU
April
HA SERUM GEL-CREAM EXTRA-DRY WATER GEL MOISTURIZER With Sunscreen SPF 50
NIGHT PRESSED SERUM HYDRATING SERUM EYE GEL CREAM CITY SHIELD Water Gel Sunscreen SPF 25
Talent
PMS 299C Gradient
73/18/0/0 88/55/0/0 FPO
> 73/18/0/0
Supporting Claims
• #1 Hyaluronic Acid facial care line.*(Johnson & Johnson calculation FPO
based on Scantrack for the FMT with Hyaluronic Acid category for the 52 weeks
ending 12/04/21 time period. Copyright © 2022, Nielsen Consumer LLC.) * Claim
should be validated, and disclaimer updated at the time claim is used with most
recent data.
Supporting Claims
• #1 Hyaluronic Acid facial care line.*(*Johnson & Johnson
calculation based on Scantrack for the FMT with Hyaluronic Acid category for the 52
weeks ending 12/04/21 time period. Copyright © 2022, Nielsen Consumer LLC.)
Claim should be validated, and disclaimer updated at the time claim is used with
most recent data.
Add condensation to
cue hydration benefit.
#1 claim must be
accompanied by
disclaimer (*Johnson &
Johnson calculation based
Shelf strip usage rights: Perpetual. All channels. For questions on usage rights contact on Scantrack for the FMT with
Boryana Marquez ([email protected]) Hyaluronic Acid category for the
52 weeks ending 12/04/21 time
Find this asset in Supporting files: DAM ID 75578543 period. Copyright © 2022, Nielsen
Consumer LLC.)
Usage rights: This asset expires on 06/06/22. After this date contact Boryana Marquez
([email protected]) for usage rights.
Retail DAM ID: 79945963
Activations
Digital
For single-frame
banners, always
use the frame with
the product claim.
Hydro Boost
Hyaluronic Acid Serum
Key Visual
Colors
Supporting Claims
• Clinically proven to strengthen skin’s
moisture barrier.
• A powerful formula for 24-hour hydration.
• Instantly quenches dry skin and keeps
it glowing day after day.
• Increases skin’s hydration and locks it in.
• Fragrance- and dye-free. Neutrogena® FMT Tool Kit 13
FMT Hydro Boost
Usage rights: This asset expires on 06/06/22. After this date contact Boryana Marquez
([email protected]) for usage rights.
Find this asset in supporting files: DAM ID 101773954
Hydro Boost
Extra-Dry Gel-Cream
Key Visual
In Q3 of 2022, expect a shift back to Gel-Cream as the hero
product priority. See more Gel-Cream assets in Appendix.
Colors
Supporting Claims
• Clinically proven to strengthen skin’s
moisture barrier.
• A powerful formula for 48-hour hydration.
• Instantly quenches dry skin and keeps
it glowing day after day.
• Increases skin’s hydration and locks it in.
• Fragrance- and dye-free. Neutrogena® FMT Tool Kit 15
FMT Hydro Boost
Key Visual usage rights: This asset expires on 06/06/22. After this date contact
Boryana Marquez ([email protected]) for usage rights.
Shelf strip usage rights: Perpetual. All channels.
DAM ID: 75307062
Neutrogena® FMT Tool Kit 16
FMT Hydro Boost
Usage rights: This asset expires on 06/06/22. After this date contact Boryana Marquez
([email protected]) for usage rights.
Retail Find this asset in supporting files: DAM ID 101773954
Activations
Digital
For single-frame
banners, always
use the frame with
the product claim.
Retail
Activations
Vertical Key
Visual Reduce to single
image of hydrated,
glowing skin in smaller
applications.
Retail
Activations
Display
Logo and product Usage rights: This asset expires on 06/06/22.
name on side panel. After this date contact Boryana Marquez
([email protected]) for usage rights.
Rapid Firming
Hero Products
Trade Guidelines
PLATFORM HERO: Peptide Contour Lift Face Cream &
Collagen Triple Lift Face Serum
Use Peptide Contour Lift Face Cream for marketing activations when
targeting a more experienced and anti-aging and moisturizing
audience.
Use Collagen Triple Lift Face Serum for marketing activations when
targeting a younger audience who is entering anti-aging territory.
Priority SKU Priority SKU
Packaging:
PEPTIDE CONTOUR LIFT COLLAGEN TRIPLE LIFT In executions not located at shelf, show both primary and secondary
FACE CREAM FACE SERUM packaging where possible. When only primary packaging is used in
executions, include copper elements to cue back to secondary
packaging so shoppers can easily find the product at shelf.
Rapid Firming
Key Visual
Colors
Supporting Claims
• Visibly improves skin firmness, elasticity and
hydration.
• Your daily dose of collagen and peptides.
• Complements your skin's natural firming support
to reveal younger looking skin.
Rapid Firming
Key Visual Celebrity Talent usage:
Recommend celebrity talent be
used to support specific
product lines. Kerry supports the
Neutrogena Rapid Firming™
product line.
Copper Color
Use the Rapid Firming copper
Secondary packaging color sparingly but strategically
for easy product
to highlight key. It will reinforce
navigation at shelf. the product packaging.
Rapid Firming
Vertical Key Visual
Reduce down to
one or two
Update all assets to products in
the current year: smaller spaces
©J&JCI 2022
Neutrogena® FMT Tool Kit 26
FMT Hydro Boost Rapid Firming
Usage rights: This asset expires on 05/31/22. After this date contact Boryana Marquez
([email protected]) for usage rights.
Retail Find this asset in supporting files: DAM ID 101773954
Activations
Digital
Example for including
product or talent.
For single-frame
banners, always
use the frame with
the product claim.
For single-frame
banners, always
use the frame with
the product claim.
Priority SKU
20% VITAMIN C CAPSULES CORRECTING CREAM DARK SPOT CORRECTOR MOISTURIZER BROAD SPECTRUM SPF 30
Rapid Tone
Repair Vitamin C
Capsules
Key Visual
Colors
Supporting Claims
• 20% vitamin C, a powerhouse antioxidant
• Clinically proven to help even tone and texture.
• Improves the look of dark spots in 4 weeks. Usage rights: Contact Boryana Marquez ([email protected]) for
usage rights.
• 2X the level of vitamin C as the #1 serum (Claim Update all assets to the
should be validated at the time of use) Find this asset in supporting files: DAM ID 101773954 current year: ©J&JCI 2022
• Capsules with fresh vitamin C are biodegradable Neutrogena® FMT Tool Kit 32
in water.
FMT Hydro Boost Rapid Firming Rapid Tone
For single-frame
banners, always
use the frame with
the product claim.
Usage rights: This asset expires on 05/31/22. After this date contact Boryana Marquez
([email protected]) for usage rights.
Find this asset in supporting files: DAM ID 101773954
Activations
Digital
Product-focused
example.
For single-frame
banners, always
use the frame with
the product claim.
Option A
Option A Option B
Option B
Usage rights: Perpetual. Global. For questions on usage rights
contact Boryana Marquez ([email protected])
Find this asset in supporting files: DAM ID 101773954
Rapid Wrinkle Repair® PLATFORM HERO: Retinol Pro+ 0.5% Power Serum
Hero Products Secondary SKUs: Rapid Wrinkle Repair® Retinol Serum Capsules,
Trade Guidelines Regenerating Cream
Supporting SKUs: Retinol Serum, Retinol Oil, Eye Cream
Considerations:
Priority SKU
RETINOL PRO+ 0.5% POWER SERUM RETINOL SERUM CAPSULES RETINOL REGENERATING CREAM RAPID WRINKLE REPAIR® EYE
NPI hero for active retinol users looking to trade up NPI hero for younger audiences,
who are new to retinol Benefit story Benefit story
Benefit story Clinically proven to visibly Specially formulated for eye area to
Tough on wrinkles, gentle on skin* Benefit story reduce fine lines and wrinkles. fade the look of crow's feet & target
(*Recommended for Retinol users and not for beginners) Precisely dosed, fresh retinol smooths the dark circles under eyes.
look of fine lines and fights dullness for Clinically proven for younger looking
See improved look of wrinkles and stubborn dark radiant, smoother and softer skin . skin in just 1 week. Clinically proven to fade the look of
spots. (in 2 weeks); Alt…deep wrinkles in 4 fine lines and stubborn crow's feet.
weeks Clinically proven to improve the look of Visibly smoother, more even-looking
See improved look of wrinkles in 1 week. wrinkles. (in 4 weeks) skin Ingredient story
Formulated with retinol to fight fine
Without increased irritation Ingredient story Ingredient story lines and Hyaluronic Acid
Encapsulated, single-dose capsules Cream delivers retinol within skin's to hydrate the delicate undereye area.
Ingredient story keep retinol fresh and potent. surface + Hyaluronic Acid adds
Our highest concentration 0.5% pure retinol plumping moisture to help hydrate and
delivers powerful results, targeting advanced signs rejuvenate the look of skin. 37
of aging without increased irritation.
FMT Hydro Boost Rapid Firming Rapid Tone Rapid Wrinkle
RETINOL OIL RAPID WRINKLE REPAIR® RAPID WRINKLE REPAIR® RAPID WRINKLE REPAIR®
SERUM MOISTURIZER WITH SPF 30 NIGHT
Benefit story
Clinically proven to help reduce Benefit story Benefit story Benefit story
the look of deep wrinkles. Improves the signs of skin aging, Protects against sun damage and Nightly renewing moisturizer
with visible results in just 1 week. visibly improves the look of fine lines and improves the look of fine lines and
Visible results in just 1 week. wrinkles. wrinkles.
Improves the look of fine lines
Ingredient story in 1 week. Smooths skin in one week. Smooths the look of fine lines and
Concentrated, intensely nourishing, wrinkles as you sleep.
lightweight 0.3% retinol oil deeply Ingredient story Ingredient story
penetrates within the skin’s surface. Serum formulated with pure retinol This daily retinol moisturizer visibly Ingredient story
and Hyaluronic Acid to target the reduces the look of fine lines and wrinkles Combination of retinol and
look of fine lines and wrinkles and while protecting against sun damage. Hyaluronic Acid helps fight wrinkles
add plumping moisture. and adds moisture to rejuvenate the
look of skin. 38
FMT Hydro Boost Rapid Firming Rapid Tone Rapid Wrinkle
Rapid Wrinkle
Repair® Oil + Cream
+ Capsules
Key Visual
Supporting Claims
• Rapid results
• #1 retinol brand used most by dermatologists for
themselves
Usage rights: This asset expires on 11/08/22. After this date contact Boryana Marquez
• Visible results in 1 week ([email protected]) for usage rights.
• Powerhouse retinol formulas that are good for daily use. Find this asset in supporting files: DAM ID 101773954
Update all assets to
• Get 2X the wrinkle-fighting power.* (cream + capsules) the current year:
(*2x the wrinkle-fighting retinol) ©J&JCI 2022
Rapid Wrinkle
Repair® Retinol Pro+
Key Visual
Colors
PMS 3597C
93/75/26/22
Supporting Claims
• Tough on wrinkles + gentle on skin
• Delivers potent 0.5% pure retinol
without increased irritation
Usage rights: This asset expires on 11/07/22. After this date contact Boryana Marquez
• Our highest retinol concentration yet ([email protected]) for usage rights.
Key Visual
COMMUNICATION HIERARCHY
1. New, powerful 0.5% retinol
Colors
PMS 3597C
93/75/26/22
Supporting Claims
• Tough on wrinkles + gentle on skin*.
• Delivers potent 0.5% pure retinol Usage rights: Perpetual. Global. All Channels. For questions on usage
without increased irritation rights contact Boryana Marquez ([email protected]) Update all assets to
• Our highest retinol concentration yet the current year:
DAM ID 92247251 ©J&JCI 2022
• Targets the look of deep wrinkles,
dark spots and firmness
Neutrogena® FMT Tool Kit 42
FMT Hydro Boost Rapid Firming Rapid Tone Rapid Wrinkle
Digital
Silver should be
used as the
background color.
For single-frame
banners, always
use the frame with
the product claim.
Digital
Static Social
Add disclaimer:
Recommended for retinol
users and not for beginners
Download this asset here: DAM ID 91161993 Download this asset here: DAM ID 91161690 Download this asset here: DAM ID 88696874
Always include
product name.
Contact
Your FMT Customer Strategy Contact
FMT Hydro Boost
Retail
Activations
Vertical Key
Visual Reduce to single
image of hydrated,
glowing skin in smaller
applications.
Usage Rights: This asset expires on 06/06/22. After this date contact Boryana Marquez
([email protected]) for usage rights.
Retail DAM ID 79923890
Activations
Digital
For single-frame
banners, always
use the frame with
the product claim.
Retail
Activations
Display Usage Rights: This asset expires on 06/06/22. After this
date contact Boryana Marquez
([email protected]) for usage rights.
Logo and product
name on side panel. Find this asset in supporting files: DAM ID 75307062
Hydro Boost Gel-Cream Clinically proven, 48-hour hydration for healthy, glowing skin
Extra-Dry Clinically proven to strengthen skin’s moisture barrier
• Lock in clinically proven hydration for 48 hours.
• 48-hour lightweight hydration to relieve extra dry skin.
• Dermatologist recommended
• Fragrance-free, lightweight.
• 48 hours of nonstop hydration.
• Instantly quenches dry skin and keeps it looking smooth, supple and hydrated day after day.
70501110485
All product images linked to J&J Product360 • Clinically proven to quench skin instantly and continuously hydrate all day.
• Increases skin’s hydration and locks it in.
• Hyaluronic Acid plus glycerin for long-lasting, deeper hydration.
Neutrogena® FMT Tool Kit 49
FMT Hydro Boost
Full Claims
Priority claims noted earlier are
bolded – the rest are
supplemental claims for use in
longer form comms only
Hydro Boost Water Gel Instantly quenches skin and locks in clinically proven hydration for 24 hours
Nonstop hydration that lasts all day
• Instantly delivers 2X the hydration.* (*vs. untreated control)
• Clinically proven to strengthen skin’s moisture barrier
• Delivers 24 hours of hydration
• Award winning, #1 Hyaluronic Acid moisturizer (Claim should be validated at the time claim of use)
• Intense hydration that lasts throughout the day
70501110478 • Clinically proven to quench skin instantly and continuously hydrate all day
• Increases skin’s hydration level and locks it in
• Lightweight, oil-free
• Purified Hyaluronic Acid binds to water (ALT: moisture) and holds it in
Hydro Boost Night Restores and revitalizes skin overnight for 3X more hydration
Pressed Serum Hydrates and strengthens skin’s moisture barrier in just one night
• 48 hours of nonstop hydration
• Hyaluronic Acid & supercharged antioxidants revitalize the look of skin overnight and fight daily aggressors
• Pillow-proof formula
Full Claims Hydro Boost Clinically proven 24-hour weightless hydration for healthy, glowing skin
Hyaluronic
Priority claims noted earlier Clinically proven, lightweight hydration to visibly reduce the look of pores for
are bolded – the rest Acid Serum healthy, glowing skin
are supplemental claims for use
in longer form comms only • 17% hydration complex; Deeply quenches for extra smooth, supple skin
• Hyaluronic Acid Serum hydrates deep within skin's surface and helps to improve
tone and evenness
• Pair Neutrogena® Hydro Boost Water Gel with Neutrogena® Hydro Boost
Hyaluronic Acid Serum for 3X the hydrating power* (*based on 3X the hydrating
ingredients vs. Water Gel alone
70501113561 • 17% Hydration complex with Hyaluronic Acid, pro-vitamin B5, and glycerin which
penetrates skin surface 9 layers deep
• Fragrance-free, weightless
Hydro Boost water Helps protect skin from sun damage, fight pollution and replenish skin
(alt for pollution: environmental aggressors)
Gel (CityShield) w. SPF 25
Replenishes moisture to fight the signs of tired, dull-looking skin
• Lock in clinically proven hydration and help prevent sun damage
• Hydrate and fight against environmental aggressors
Full Claims
Priority claims noted earlier
are bolded – the rest
are supplemental claims for use Hydro Boost Hydrating Serum Instantly quenches skin to deliver high hydration levels
in longer form comms only • Lock in clinically proven hydration all day long
• Purified Hyaluronic Acid binds to and holds in water
• For a smooth and hydrated complexion
70501100134
Hydro Boost Moisturizer with All-day quenching hydration + weightless SPF 50 protection and antioxidants
Sunscreen SPF 50 Clinically proven hydration
• With Hyaluronic Acid & supercharged antioxidants
• Hyaluronic Acid hydrates while SPF formula with Helioplex® provides UVA/UVB
protection and supercharged antioxidants including vitamin E
help fight daily environmental aggressors
Hydro Boost Eye Instantly quenches to hydrate and smooth the delicate eye area
• Ophthalmologist Tested
Gel-Cream
• Fragrance-, oil- and dye-free.
• Gel cream with Hyaluronic Acid absorbs quickly for long-lasting hydration
Claims •
•
48-hour hydration that nourishes skin’s moisture barrier
All-day Hydration
Priority claims noted
• Long lasting/intense hydration you can feel
earlier are bolded – the
rest are supplemental Second Tier Claim:
claims for use in longer • Respect your skin with every step
form comms only • Pair for vital hydration in every step
• Vital hydration that nourishes skin’s moisture barrier for healthier looking skin
70501110485
• Pair for intense hydration that nourishes skin’s moisture barrier
70501154298
Hydro Boost Gel-Cream Extra-Dry + Clinically shown to increase skin's hydration and lock it in
Gel Cream + Cleansing Gel SKU Claims:
• Preserve skin's moisture barrier
• Clinically proven to increase skin's hydration level and lock it in
• Boosts hydration for soft, supple skin
• Pair for 2X the hydration power *vs. hydrating ingredients in gel cleanser alone
Cross
Category
Claims
Hydro Boost Extra Dry Leading Claim: Clinically proven to increase skin’s hydration level for glowing,
Priority claims noted
earlier are bolded – the soft, healthy-looking skin
Gel Cream + Cleansing Gel
rest are supplemental + Cleansing Wipe SKU Claims:
claims for use in longer
form comms only • Clinically shown
(alt Clinically tested) to increase skin's hydration level for dewy,
healthy-looking skin)
• With Hyaluronic Acid
• Boosts hydration for soft skin
• 24-hour hydration that nourishes skin’s moisture barrier
Full Claims Rapid Tone Clinically proven to reduce the look of stubborn dark spots and smooth the
look of fine lines
Priority claims are bolded – the Repair Dark
rest are supplemental claims Spot Corrector • Brightens skin tone for more even-looking skin
• Younger looking skin in 1 week
• Vitamin C combined with retinol targets stubborn dark spots for more even skin tone
70501110362
Rapid Tone Repair 20% Visibly smoother, brighter skin in just 1 week
Vitamin C Capsules • Improves the look of dark spots in 4 weeks
Rapid Tone Repair Visibly improve the look of dark spots in 1 week and wrinkles in 4 weeks
Correcting Cream Clinically proven results in 1 week
• Visibly reduce the look of dark spots in 4 weeks
• A powerful blend of retinol + vitamin C for younger looking skin in just 1 week
Kelsey Schmoe -
[email protected] HYDRO BOOST NIGHT PRESSED SERUM
Allure 2021 Reader's Choice Award
Usage rights scope and duration: Digital – expires 5/18/22