2026 Neutrogena Network Evaluation

overview

The Neutrogena Network is a carefully curated group of creators that serve as year-long brand ambassadors. It was established in 2021 out of a need for building brand equity, strengthening creator relationships and driving organic, uncontracted content.

Looking ahead to 2026, Neutrogena aims to enhance the effectiveness of the Neutrogena Network by meeting both paid and organic needs, continuing to invest in meaningful creator relationships and promoting the Network to broader audiences.

ask

Elevate the Neutrogena Network by vetting higher-tier creators passionate about the brand, developing a clear brand identity and website presence, amplifying visibility across owned social media channels and deepening creator loyalty with consistent relationship-building touchpoints.

idea

my role

Marketing Intern, U.S. Neutrogena Megabrand

Organic, uncontracted content plays a direct role in shaping brand equity.

state of the union

Brands win by supporting content that is personal, timely and aligns with creators’ existing online presence.

Top performing content has limited or consumerized style claims.

Lifestyle creator Mei Mei leaves Neutrogena products for her brother’s friend staying overnight after her brother’s grad party.

mei mei @meimonstaa

1.3MM likes | 7.6MM video views

rachel finley @hydrationceo

Skincare creator Rachel Finley shows drugstore products, like Neutrogena's Hydro Boost Gel Cleanser, can deliver great results.

61.3K likes | 1.2MM video views

Brands and retailers with adjacent brand ambassador programs are winning in the creator network space.

competitive assessment

There are several factors that enable their competitive advantage:

unique brand identity and web presence

Several brands with adjacent creator networks leverage unique branding and dedicated websites to promote their networks to broader audiences.

stellar owned social media integration

Other brands and retailers repost network creators’ content on their owned social channels further amplifies visibility.

impactful relationship-building touch points

Frequent yet impactful relationship-building touch points with network creators results in deepened loyalty and connection.

timely takes on social media trends

Frequent yet impactful relationship-building touch points with network creators results in deepened loyalty and connection.

Leverage a unique brand identity to increase awareness.

recommendation #1

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Develop a website to strengthen visibility and promote the Neutrogena Network to broader audiences.

recommendation #2

This will enable Neutrogena to:

improve search engine optimization

This aligns with Neutrogena's goal of promoting the Neutrogena Network to broader audiences.

attract new creators to their network

This will allow more creators passionate about the brand to discover the Neutrogena Network.

Build excitement around the 2026 Neutrogena Network reveal through Owned Social content.

recommendation #3

This will enable Neutrogena to:

AMPLIFY THE creators a part of their NETWORK

This in turn helps strengthen relationships and rapport with Neutrogena Network creators.

PROMOTE THEir NETWORK TO BROADER AUDIENCES

This accomplishes Neutrogena's goal of amplifying the visibility of the Neutrogena Network.

recommendation #4

Leverage mailer to support the kickoff of the year-long ambassadorship program and build momentum.

Include everyday essentials in kickoff gifting to intuitively integrate Neutrogena into creators' lifestyles.

Include priority SKUs in kickoff gifting to align with strategic brand recommendations.

Prioritize relationship building with Neutrogena Network creators to remain top of mind.

recommendation #5

Tap cool, non-competitive brands to sponsor select activations, helping offset costs while maintaining cultural relevance.

in-person touchpoints

Facilitate quarterly calls with Neutrogena Network creators to check pulse, understand their experience and receive feedback.

quarterly calls

Coordinate deliveries to Neutrogena Network creators during personal and professional milestones to deepen connection.

surprise and delights