Interactive magazine cover lets you remove make-up from it
By Johny Ho on Monday, August 10, 2015
Neutrogena conducted an elaborate stunt along with “Caras” magazine, offering something unusual for their largest pool of subscribers of about 25k readers from the states of Sao Paulo and Rio de Janeiro.
The magazine is already known for giving weekly swags for their readers, including in the issue released on July 29th 2015, a pack of “Neutrogena Deep Clean” wet-wipe. The cover featured the actress-model, Giovanna Ewbank in full make-up, which can be removed by the readers using the wet-wipes provided along the magazine. The issue included an invitation from Neutrogena for readers to do so, allowing them to try-out the product in a creative way.
“This is a practical product, that eliminates skin impurities, as well as make-up products, including those that are waterproof. These are features that are evident from this stunt, as the consumer is actively involved by trying it, by feeling it in action and witnessing the result. Our goal was to help and incentivize women about routine skincare”, according to Juliana Sztrajtman, Beauty, Baby and Suncare brand manager from Johnson & Johnson Brasil, which owns Neutrogena.
Involved Agency: DM9DDB