Neutrogena commits to advancing skin health equality
Neutrogena is looking to put an end to barriers that stand between consumers and skin health and advance skin health equity for all.
To tackle this issue headfirst, the beauty brand announced the launch of its “For People With Skin,” initiative, which is focused on such skin health barriers as socioeconomic status, race and ethnicity, and access to health care. Neutrogena general manager Kerry Sullivan told DSN that the brand wanted to use its high profile in the skin care space to spark a conversation and lead with purpose.
“We’ve always known that people face disparities when it comes to skin health, and we aren’t all provided equal education or access – despite all having skin,” Sullivan said. “As the #1 dermatologist-recommended brand, we felt it was time for us to be loud and proud about the work that we’ve always done to ensure we are providing the best products for all people. We certainly understand there is always more to do, but we are proud to say we are continuing our efforts under our new brand purpose “For People With Skin.”
In order to understand and identify the layers of inequities various individuals are facing, Neutrogena conducted its “Skin Health in America,” survey. This study found that 62% of Americans 18 years old and older have experienced a situation that did not allow them access to skin care or medical expertise needed to address a skin issue.
“Neutrogena, in partnership with J&J Consumer Health, has longstanding partnerships not only with dermatologists, but also several organizations that allow us to discuss ways to better educate on addressing the needs of different skin tones and types,” Sullivan said. “We were truly shocked to find that 47% of dermatologists felt their training did not prepare them to treat Black skin, so we are committed to changing this.”
Another issue the survey brought to light was the overload that consumers feel in the skin care aisle given the abundance of products and not knowing what will work for them. As a way to create a solution for this ongoing issue, Sullivan said Neutrogena is advancing its own clinical research to test the efficacy of its products across all skin types and tones, with plans to introduce new products showcasing these efforts.
“We are working to ensure equitable and accessible skin products for all consumers using an inclusive approach to identify key insights that drive meaningful product innovations and relevant claims in products that are safe for all consumers across the Fitzpatrick scale of skin tones," she said. "We’re excited to share that we will have a new product range launching later this year that demonstrates just that.”
Another way in which the brand looks to address issues under its new brand message is Neutrogena Studios.
Created as a way to tell stories that educate about the science behind skin health, as well as celebrate healthy skin for all, the first project under this umbrella is “In the Sun.”
Executive produced by Neutrogena ambassador and Emmy Award-winning actress Kerry Washington, the film follows the skin health journeys of seven families facing extraordinary circumstances while navigating the long-term effects of loving life in the sun, the company said.
“As we continue to develop content throughout the year, Neutrogena Studios is guided by our unique and driven board of advisors who will support the creation of feature documentaries, scripted shorts and more," Sullivan said. "They will provide guidance in their respective areas of expertise in marketing, skin care, skin health and science, behavioral health and science, entertainment and film, and retail. Additionally, we are also thrilled to announce that Neutrogena Studios’ inaugural Young Filmmakers Program, which will be in collaboration with Ghetto Film School this year to support and elevate an inspiring and diverse group of Gen Z film directors, while creating additional content for the studio,” Sullivan said.