Can Gen-Z Get Neutrogena Back on Top?

Neutrogena, the skincare giant owned by Kenvue, is launching its new Collagen Bank line in a bid to reclaim its once-dominant position in the skincare market, particularly among younger consumers. This new range, priced at $22.99, includes a standard moisturizer and an SPF moisturizer infused with a patented micro-peptide aimed at supporting natural collagen production. The Collagen Bank debut began with a TikTok Shop pre-sale, acknowledging the platform’s rising influence on consumer purchasing behavior among Gen-Z.

Historically, Neutrogena has resonated with audiences over 25, being a trusted brand for first skincare purchases. However, it has struggled recently, losing market share to ingredient-driven brands like La Roche-Posay and The Ordinary. By 2023, Kenvue had seen over a 10% drop in skincare market share since its peak in 2019, further exacerbated by the advent of competitors such as Cerave.

The brand seeks to bridge the generational gap by tapping into the rise of “pre-aging” conversations. Interestingly, Neutrogena reported that 58% of Gen-Z consumers express concerns about aging as early as 23. The timing appears fortuitous; by aligning product offerings with the changing desires of youth, and leveraging aesthetic influencers like Hailee Steinfeld—who personally values skincare—Neutrogena aims to reinvigorate interest and build brand loyalty.

Moreover, the brand is leveraging partnerships and scientific credibility through its extensive dermatologist network, all while maintaining affordability. As skincare-savvy consumers become increasingly discerning, particularly within price-sensitive segments, Neutrogena may very well find its way back to the forefront of the beauty industry.