The NEUTROGENA Ultra Sheer team needed a tool to help prove their UV protection claim. Furthermore, they needed a brand activation solution that was capable of truly engaging consumers and proving product superiority.

The USP Solutions’ challenge was to translate Neutrogena’s needs to a brand activation tool that enabled consumers to touch and feel the brand, thus proving their product claim. The experts at USP Solutions knew that in order to create and support brand loyalty, they had to find a way to engage the consumers’ senses.

USP Solutions developed prototypes, different in shape and size, which were sent to the Neutrogena marketing team for review. The experts at USP Solutions proposed that UV technology was the best technological match for this campaign.

Once it was decided how the haptic tester experience could be implemented in the campaign, USP took complete responsibility, handling everything from artwork creation to printing and on-time delivery.

The UV Efficacy Demo Tool test area reacts within seconds with a color change when it is exposed to UV radiation. When comparing the color change of a test area that is covered with a Neutrogena SPF product against one that has not been touched with the product, the protection strength and product superiority of the product can be proven.

How it works:

• Expose test area to UV light – both test fields will change color.
• Wait for test areas to turn back to their white color.
• Apply Neutrogena Ultra Sheen onto one test area.
• Expose the both test fields to UV light again.
• See how the non-protected area changes to dark purple, while the test area that is covered with Neutrogena Sunscreen remains white.