Updated

FMT TOOL KIT 2.03.2022

©J&JCI 2022
 04 HYDRO BOOST 34 RAPID WRINKLE REPAIR®

Contents 05 Products
08 Key Visual
12 Digital
35 Products
38 Key Visual
39 Key Visual (Pro+ Serum)
13 Key Visual (Gel-Cream & Serum) 42 Digital
16 Digital (HA Serum)
17 Display (HA serum)

44 APPENDIX
20 RAPID FIRMINGTM 47 Display (Gel-Cream)
21 Products 48 Full Hydro Boost Claims
23 Key Visual 54 Full Rapid Tone Repair Claims
26 Digital 55 Awards & Usage Rights
28 Display

29 RAPID TONE REPAIR

30 Products
31 Key Visual
32 Digital

Neutrogena For People

Neutrogena ® FMTWith
ToolSkin
Kit 2
This tool kit is a curated guide that will set you up for success in retail
channels. It will give you easy-to-follow messaging and visuals that can be
utilized for a multitude of compositions, sizes and locations to drive
conversion with your shoppers.

For overall guidance on the visual, voice and vibe of the For People With
SkinTM brand campaign please see overarching brand guidelines,
including:

• Photography
• Typography and fonts
• Colors
• Overall communications goals

Please reference FPWS

DAM ID: 101130149

For brand strategy, insights, assortment, pricing and promo guidelines,

please reference BAP

Neutrogena® FMT Tool Kit 3

Hydro Boost
Neutrogena For People
Neutrogena ® FMTWith
ToolSkin
Kit 4
FMT Hydro Boost

Hydro Boost PLATFORM HERO: Hyaluronic Acid Serum (Through April); Gel-Cream Extra-Dry (April+)
Hero Product Secondary Priorities: Water Gel, Night Pressed Serum, NEW Moisturizer SPF 50, Eye Serum

Trade Guidelines Cross-Category – Priority is FMT + Cleansing

Cleansing HERO: Fragrance-Free Liquid Cleanser; Next: Hydro Boost Wipes (Supply pending)

Feature:
Build Basket with 2+ categories or 2+ FMT products when possible, with FMT HA Serum hero as focus.

Pairs Well With:

• Gel-Cream + Hyaluronic Acid Serum (for 3X the hydrating power*)

(*Based on 3X the hydrating ingredients of Hydro Boost Gel-Cream Extra-Dry alone)

• Serum Duo: Night Pressed Serum and HA Serum

• FMT (Gel-Cream or SPF 50) + FF Cleanser

• FMT (Gel-Cream or SPF 50) + FF Cleanser + HA Serum

Priority SKU
• Night Focus: FF Cleanser + Night Pressed Serum

HYALURONIC ACID • Day/Night Serum Duo: HA Serum + Night Pressed Serum

SERUM
• Day/Night Duo: HA Serum + SPF 50

Through April 2022 • Head to Toe Hydration: Facial hydration with Gel-Cream or SPF 50 + Body Hydration

with Body Gel Cream

Neutrogena® FMT Tool Kit 5
FMT Hydro Boost

Long-lasting Hydration
Hydro Boost • Clinically proven to intensely hydrate for healthy, glowing skin. (Alt: For a long-lasting, healthy, hydrated glow).
• (Hydration you can feel) Up to 48 hours of hydration.
Priority SKUs • The #1 Hyaluronic Acid facial care line.*
(*Johnson & Johnson calculation based on Scantrack for the FMT with Hyaluronic Acid category for the 52 weeks ending 12/04/21 time period.
Copyright © 2022, Nielsen Consumer LLC.) * Claim should be validated and disclaimer updated with the most recent data at the time the claim is used.

Through
Priority SKU
April
HA SERUM GEL-CREAM EXTRA-DRY WATER GEL MOISTURIZER With Sunscreen SPF 50

Benefit story Benefit story Benefit story Benefit Story

Clinically proven, 24-hour,
weightless hydration for healthy,
glowing skin.
Alt: Clinically proven, lightweight
hydration to visibly reduce the look of
pores for healthy, glowing skin (and even
tone and texture - optional).
Ingredient story
17% hydration complex with Hyaluronic
Acid, pro-vitamin B5, and glycerin, which
penetrates skin surface nine layers deep.
Weightless, fragrance-free.
Clinically proven, 48-hour hydration Instantly quenches skin and locks All-day, quenching hydration plus weightless SPF
for healthy, glowing skin. in clinically proven hydration 50 protection and antioxidants.
for 24 hours.
Clinically proven to Clinically proven hydration.
strengthen skin’s moisture barrier Nonstop hydration that lasts all day.
Ingredient story
Ingredient story Ingredient story Hyaluronic Acid intensely hydrates while SPF
Hyaluronic Acid plus glycerin for Purified Hyaluronic Acid binds to water formula, with Helioplex® , provides UVA/UVB
long-lasting hydration, and holds it in. protection and supercharged antioxidants,
deeper hydration including vitamin E, help fight daily
Lightweight and oil free. environmental aggressors.
Lightweight, fragrance-free.
Fragrance-free, invisible on all skin tones. 6
FMT Hydro Boost
Long-lasting Hydration
• Clinically proven to intensely hydrate for healthy, glowing skin. (Alt: For a long-lasting, healthy, hydrated glow).
Hydro Boost •
•
(Hydration you can feel) Up to 48 hours of hydration.
The #1 Hyaluronic Acid facial care line.*
Extended Line (*Johnson & Johnson calculation based on Scantrack for the FMT with Hyaluronic Acid category for the 52 weeks ending 12/04/21 time period. Copyright © 2022, Nielsen Consumer
LLC.) * Claim should be validated and disclaimer updated with the most recent date at the time the claim is used.
This expanded line should only be
used when necessary – previous
products are top priority.

NIGHT PRESSED SERUM HYDRATING SERUM EYE GEL CREAM CITY SHIELD Water Gel Sunscreen SPF 25

Benefit story Benefit story Benefit story Benefit story

Restores and revitalizes skin
overnight for 3X more hydration.
Hydrates and strengthens skin’s
moisture barrier in just one night.
Ingredient story
Hyaluronic Acid and supercharged
antioxidants revitalize skin overnight
and fight daily aggressors.
Pillow-proof formula.
Instantly quenches skin to deliver Instantly quenches to hydrate and
higher hydration levels. smooth the delicate eye area.
Ingredient story Ingredient story
Purified Hyaluronic Acid binds to water Gel cream with Hyaluronic Acid binds
and holds it in. to water and holds it in for smoother
skin.
Fragrance-, oil- and dye-free,
ophthalmologist tested.
Helps protect skin from sun damage, fights pollution
(alt: environmental aggressors) and replenishes
hydration.
Replenishes moisture to fight the signs
of tired, dull-looking skin.
Ingredient story
Hyaluronic Acid, antioxidants and SPF 25 fight dry
(alt: dull) skin, pollution and sun damage.
Lightweight, oil-free. 7
FMT Hydro Boost

Hydro Boost Face /

Cross Category
Key Visual Through April 2022
Colors

Talent
PMS 299C Gradient
73/18/0/0 88/55/0/0 FPO
> 73/18/0/0

Overarching Key Claim

Pair together for 3X the hydrating power.*
(*hydrating ingredients vs. cleanser alone)

Supporting Claims
• #1 Hyaluronic Acid facial care line.*(Johnson & Johnson calculation FPO
based on Scantrack for the FMT with Hyaluronic Acid category for the 52 weeks
ending 12/04/21 time period. Copyright © 2022, Nielsen Consumer LLC.) * Claim
should be validated, and disclaimer updated at the time claim is used with most
recent data.

• Clinically proven products to boost hydration.

• Formulated with Hyaluronic Acid.
• Fragrance-free.
• Scientifically shown to respect skin’s moisture barrier.

Neutrogena® FMT Tool Kit 8

FMT Hydro Boost

“Pair together” claim

should include Hydro
Boost HA Serum &
Cleansing Gel.

Update all assets to

the current year:
©J&JCI 2022
Usage rights: This asset expires on 06/06/22. After this date contact Boryana Marquez
(boryana.marquez@ddb.com) for usage rights.
Find this asset in supporting files: DAM ID 101773954

Neutrogena® FMT Tool Kit 9

FMT Hydro Boost

Hydro Boost Face /

Cross Category
Key Visual
Colors

PMS 299C Gradient

73/18/0/0 88/55/0/0
> 73/18/0/0

Overarching Key Claim

Use together for lasting hydration.
Alt: Clinically proven hydration.

Supporting Claims
• #1 Hyaluronic Acid facial care line.*(*Johnson & Johnson
calculation based on Scantrack for the FMT with Hyaluronic Acid category for the 52
weeks ending 12/04/21 time period. Copyright © 2022, Nielsen Consumer LLC.)
Claim should be validated, and disclaimer updated at the time claim is used with
most recent data.

• Lasting hydration (with every step).

• Boosts hydration for smooth, glowing skin all day long.
• Quenches skin all day.
Always include gel-cream
• Formulated with pure Hyaluronic acid.
• Up to 48-hour hydration (when cleanser not included). Neutrogena® FMT Tool Kit 10
FMT Hydro Boost

Key Visual usage rights: This asset

expires on 06/06/22. After this date
“Use together” contact Boryana Marquez
claim should not (boryana.marquez@ddb.com) for usage
include both SPF 50 rights.
and Night Pressed Find this asset in supporting files:
Serum together. DAM ID 101773954

Add condensation to
cue hydration benefit.

Update all assets to

the current year:
©J&JCI 2022

#1 claim must be
accompanied by
disclaimer (*Johnson &
Johnson calculation based
Shelf strip usage rights: Perpetual. All channels. For questions on usage rights contact on Scantrack for the FMT with
Boryana Marquez (boryana.marquez@ddb.com) Hyaluronic Acid category for the
52 weeks ending 12/04/21 time
Find this asset in Supporting files: DAM ID 75578543 period. Copyright © 2022, Nielsen
Consumer LLC.)

Neutrogena® FMT Tool Kit 11

FMT Hydro Boost

Usage rights: This asset expires on 06/06/22. After this date contact Boryana Marquez
(boryana.marquez@ddb.com) for usage rights.
Retail DAM ID: 79945963
Activations
Digital
For single-frame
banners, always
use the frame with
the product claim.

Update all assets to

the current year:
©J&JCI 2022

Two-Frame Display Banners

Neutrogena® FMT Tool Kit 12

FMT Hydro Boost

Hydro Boost
Hyaluronic Acid Serum
Key Visual
Colors

PMS 299C Gradient

73/18/0/0 88/55/0/0
> 20/80/100/17

Overarching Key Claim

Clinically proven, weightless hydration for
24 hours of healthy glow.

Supporting Claims
• Clinically proven to strengthen skin’s
moisture barrier.
• A powerful formula for 24-hour hydration.
• Instantly quenches dry skin and keeps
it glowing day after day.
• Increases skin’s hydration and locks it in.
• Fragrance- and dye-free. Neutrogena® FMT Tool Kit 13
FMT Hydro Boost

Update all assets to

the current year:
©J&JCI 2022

Usage rights: This asset expires on 06/06/22. After this date contact Boryana Marquez
(boryana.marquez@ddb.com) for usage rights.
Find this asset in supporting files: DAM ID 101773954

Neutrogena® FMT Tool Kit 14

FMT Hydro Boost

Hydro Boost
Extra-Dry Gel-Cream
Key Visual
In Q3 of 2022, expect a shift back to Gel-Cream as the hero
product priority. See more Gel-Cream assets in Appendix.

Colors

PMS 299C Gradient

73/18/0/0 88/55/0/0
> 20/80/100/17

Overarching Key Claim

Clinically proven, lightweight hydration for
48 hours of healthy glow.

Supporting Claims
• Clinically proven to strengthen skin’s
moisture barrier.
• A powerful formula for 48-hour hydration.
• Instantly quenches dry skin and keeps
it glowing day after day.
• Increases skin’s hydration and locks it in.
• Fragrance- and dye-free. Neutrogena® FMT Tool Kit 15
FMT Hydro Boost

Update all assets to

the current year:
©J&JCI 2022

Call out ingredients

and fragrance-free
when space allows.

Key Visual usage rights: This asset expires on 06/06/22. After this date contact
Boryana Marquez (boryana.marquez@ddb.com) for usage rights.
Shelf strip usage rights: Perpetual. All channels.
DAM ID: 75307062
Neutrogena® FMT Tool Kit 16
FMT Hydro Boost

Usage rights: This asset expires on 06/06/22. After this date contact Boryana Marquez
(boryana.marquez@ddb.com) for usage rights.
Retail Find this asset in supporting files: DAM ID 101773954

Activations
Digital
For single-frame
banners, always
use the frame with
the product claim.

Update all assets to

the current year:
©J&JCI 2022

Two-Frame Display Banners

Neutrogena® FMT Tool Kit 17

FMT Hydro Boost

Retail
Activations
Vertical Key
Visual Reduce to single
image of hydrated,
glowing skin in smaller
applications.

Usage rights: This asset expires on

06/06/22. After this date contact
Boryana Marquez
(boryana.marquez@ddb.com) for usage
rights.
Find this asset in supporting files:
DAM ID 101773954

Update all assets to

the current year:
©J&JCI 2022
Neutrogena® FMT Tool Kit 18
FMT Hydro Boost

Retail
Activations
Display
Logo and product Usage rights: This asset expires on 06/06/22.
name on side panel. After this date contact Boryana Marquez
(boryana.marquez@ddb.com) for usage rights.

Find this asset in supporting files:

DAM ID 101773954

Update all assets to

the current year:
©J&JCI 2022

Black base with logo

branding.

Neutrogena® FMT Tool Kit 19

Rapid FirmingTM
Neutrogena For People
Neutrogena ® FMTWith
ToolSkin
Kit 21
FMT Hydro Boost Rapid Firming

Rapid Firming
Hero Products
Trade Guidelines
PLATFORM HERO: Peptide Contour Lift Face Cream &
Collagen Triple Lift Face Serum

When there is only space to feature 1 Hero SKU:

Use Peptide Contour Lift Face Cream for marketing activations when
targeting a more experienced and anti-aging and moisturizing
audience.

Use Collagen Triple Lift Face Serum for marketing activations when
targeting a younger audience who is entering anti-aging territory.
Priority SKU Priority SKU

Packaging:
PEPTIDE CONTOUR LIFT COLLAGEN TRIPLE LIFT In executions not located at shelf, show both primary and secondary
FACE CREAM FACE SERUM packaging where possible. When only primary packaging is used in
executions, include copper elements to cue back to secondary
packaging so shoppers can easily find the product at shelf.

Neutrogena® FMT Tool Kit 22

FMT Hydro Boost Rapid Firming

Rapid Firming 90%+ saw visibly firmer skin in four weeks.*

(*Percentage of subjects noticing improvement with twice daily use).

Priority SKU Priority SKU

PEPTIDE CONTOUR LIFT FACE CREAM COLLAGEN TRIPLE LIFT PEPTIDE MULTI ACTION
FACE SERUM EYE CREAM
Benefit story
Clinically proven to improve the look of jawline and cheek bone contours. Benefit story Benefit story
Visibly lifts for a more taut, contoured look. Brightens, depuffs and firms the eye area.
Over 90% saw improved elasticity & firmness in two weeks.*
(*Percentage of subjects noticing improvement with twice daily use) 92% saw visibly firmer skin in four weeks.* Ingredient story
(*Percentage of subjects noticing improvement with twice- Moisturizing formula with a proven peptide
Clinically proven to improve visible skin firmness and lift. daily use)
blend known to target dark circles.
Ingredient story Ingredient story
Derm-developed micropeptide is 2.5X smaller (than leading antiaging peptides) Triple-action collagen formula complements
to optimize delivery deep within skin’s surface. Scientifically proven to target the skin’s natural firming support to restore a
visible effects of collagen- and elastin-depleted skin for firmer looking skin. taut, youthful appearance.
Neutrogena® FMT Tool Kit 23
FMT Hydro Boost Rapid Firming

Rapid Firming
Key Visual
Colors

PMS 1675C Gradient

25/80/100/17 0/43/53/0
> 30/80/100/34

Overarching Key Claim

90%+ saw visibly firmer skin in 4 weeks.*
*Percentage of subjects noticing an improvement with twice daily use.

Supporting Claims
• Visibly improves skin firmness, elasticity and
hydration.
• Your daily dose of collagen and peptides.
• Complements your skin's natural firming support
to reveal younger looking skin.

Neutrogena® FMT Tool Kit 24

FMT Hydro Boost Rapid Firming

Rapid Firming
Key Visual Celebrity Talent usage:
Recommend celebrity talent be
used to support specific
product lines. Kerry supports the
Neutrogena Rapid Firming™
product line.

Celebrities shouldn’t be used in

circulars or with coupons, on
Before using, confirm usage packaging, or on products
rights with FMT Rapid ABM.
themselves. All usage needs
Find this asset in supporting additional approvals.
files: DAM ID 101773954

Copper Color
Use the Rapid Firming copper
Secondary packaging color sparingly but strategically
for easy product
to highlight key. It will reinforce
navigation at shelf. the product packaging.

Update all assets to

the current year:
©J&JCI 2022

Neutrogena® FMT Tool Kit 25

FMT Hydro Boost Rapid Firming

Rapid Firming
Vertical Key Visual

Before using, confirm usage

rights with FMT Rapid ABM.
Find this asset in supporting
files: DAM ID 101773954

Call out product line

name when product
packaging gets small.

Reduce down to
one or two
Update all assets to products in
the current year: smaller spaces
©J&JCI 2022
Neutrogena® FMT Tool Kit 26
FMT Hydro Boost Rapid Firming

Usage rights: This asset expires on 05/31/22. After this date contact Boryana Marquez
(boryana.marquez@ddb.com) for usage rights.
Retail Find this asset in supporting files: DAM ID 101773954

Activations
Digital
Example for including
product or talent.

Update all assets to

the current year:
©J&JCI 2022

For single-frame
banners, always
use the frame with
the product claim.

2-Frame Display Banners

Neutrogena® FMT Tool Kit 27

FMT Hydro Boost Rapid Firming

Use 4 week claim (instead

Retail Only use copy highlighting
of 2 weeks) when showing
cream & serum together –
Usage rights: Perpetual. Global. For questions on usage rights
contact Boryana Marquez (boryana.marquez@ddb.com)
both collagen & peptide
Activations when showing cream and
can also use 4 week
claim with all 3 products Find this asset in supporting files: DAM ID 101773954
serum together
Digital
Product-focused
example.

Update all assets to

the current year:
©J&JCI 2022

For single-frame
banners, always
use the frame with
the product claim.

2-Frame Display Banners

Neutrogena® FMT Tool Kit 28

FMT Hydro Boost Rapid Firming

Retail Update all assets to

Activations the current year:
©J&JCI 2022
Display
Logo and product
name on side panel.

Before using, confirm usage rights

with FMT Rapid ABM.
Find this asset in supporting files:
DAM ID 101773954

Black base with logo

branding.

Neutrogena® FMT Tool Kit 29

Rapid Tone Repair
Neutrogena For People
Neutrogena ® FMTWith
ToolSkin
Kit 30
 FMT Hydro Boost Rapid Firming Rapid Tone

Rapid Tone Visibly smoother, brighter skin in just 1 week.

Priority SKU

20% VITAMIN C CAPSULES CORRECTING CREAM DARK SPOT CORRECTOR MOISTURIZER BROAD SPECTRUM SPF 30

Benefit story Benefit story Benefit story Benefit story

Visibly smoother, brighter skin in just 1 week.
Clinically proven to help even tone and
smooth texture.
Improve the look of dark spots in 4 weeks.
Ingredient story
20% pure vitamin C Serum encapsulated for
a powerhouse antioxidant that fights external
skin-aging factors reducing the look of dark
spots while brightening and evening skin tone.
Visibly improve the look of dark spots
in 1 week and wrinkles in 4 weeks.
Clinically proven results in 1 week.
Ingredient story
A powerful blend of retinol + vitamin
C to fight dark spots, wrinkles and
Hyaluronic Acid to add plumping
moisture.
Clinically proven to reduce the look of
stubborn dark spots and smooth the
look of fine lines.
Daily moisturizer protects against sun damage
Ingredient story
Vitamin C combined with retinol targets
dark spots and discoloration
for more even skin tone.
Visibly improves the look of dark
spots in 4 weeks.
while improving the look of dark spots, fine
lines and discoloration.
Ingredient story
Broad spectrum SPF 30 sunscreen protects
against sun damage with vitamin C, a
powerhouse antioxidant, and retinol to help
fight the signs of skin aging.
FMT Hydro Boost Rapid Firming Rapid Tone

Rapid Tone
Repair Vitamin C
Capsules
Key Visual
Colors

PMS 144C Gradient

0/49/100/0 0/49/100/0
> 11/70/100/1

Overarching Key Claim

20% pure vitamin C
Visibly smoother, brighter skin in 1 week

Supporting Claims
• 20% vitamin C, a powerhouse antioxidant
• Clinically proven to help even tone and texture.
• Improves the look of dark spots in 4 weeks. Usage rights: Contact Boryana Marquez (boryana.marquez@ddb.com) for
usage rights.
• 2X the level of vitamin C as the #1 serum (Claim Update all assets to the
should be validated at the time of use) Find this asset in supporting files: DAM ID 101773954 current year: ©J&JCI 2022
• Capsules with fresh vitamin C are biodegradable Neutrogena® FMT Tool Kit 32
in water.
FMT Hydro Boost Rapid Firming Rapid Tone

Retail 2-Frame Display Banners

Activations
Digital
Example for including
product + talent.

Update all assets to

the current year:
©J&JCI 2022

For single-frame
banners, always
use the frame with
the product claim.

Usage rights: This asset expires on 05/31/22. After this date contact Boryana Marquez
(boryana.marquez@ddb.com) for usage rights.
Find this asset in supporting files: DAM ID 101773954

Neutrogena® FMT Tool Kit 33

FMT Hydro Boost Rapid Firming Rapid Tone

Retail 1-Frame Display Banners

Activations
Digital
Product-focused
example.

Update all assets to

the current year:
©J&JCI 2022
Option A Option B

For single-frame
banners, always
use the frame with
the product claim.
Option A

Option A Option B

Option B
Usage rights: Perpetual. Global. For questions on usage rights
contact Boryana Marquez (boryana.marquez@ddb.com)
Find this asset in supporting files: DAM ID 101773954

Neutrogena® FMT Tool Kit 34

Rapid Wrinkle Repair ®

Neutrogena For People

Neutrogena ® FMTWith
ToolSkin
Kit 35
FMT Hydro Boost Rapid Firming Rapid Tone Rapid Wrinkle

Rapid Wrinkle Repair® PLATFORM HERO: Retinol Pro+ 0.5% Power Serum
Hero Products Secondary SKUs: Rapid Wrinkle Repair® Retinol Serum Capsules,
Trade Guidelines Regenerating Cream
Supporting SKUs: Retinol Serum, Retinol Oil, Eye Cream

Promote year-round with balanced in-store support.

Feature product line shots when possible, with hero as feature.

Build Rapid Trio – feature along with other Rapid platforms.

Pairs Well With:

Regen. Cream + Retinol Capsules OR Retinol Oil: Pair for 2X the
wrinkle-fighting power.* *2X the wrinkle fighting retinol

Considerations:

Use Pro+ for marketing activations when targeting a more educated

& experienced anti-aging and retinol audience.
Priority SKU
Serum capsules can be considered for marketing activations when
RETINOL PRO+ 0.5% RETINOL SERUM
targeting a younger audience who is entering anti-aging territory and
POWER SERUM CAPSULES for on-the-go occasions.

Neutrogena® FMT Tool Kit 36

FMT Hydro Boost Rapid Firming Rapid Tone Rapid Wrinkle Move

• #1 retinol brand used most by dermatologists for themselves

Rapid Wrinkle Repair® • See results in 1 week
• Rapid results

Priority SKU

RETINOL PRO+ 0.5% POWER SERUM RETINOL SERUM CAPSULES RETINOL REGENERATING CREAM RAPID WRINKLE REPAIR® EYE
NPI hero for active retinol users looking to trade up NPI hero for younger audiences,
who are new to retinol Benefit story Benefit story
Benefit story Clinically proven to visibly Specially formulated for eye area to
Tough on wrinkles, gentle on skin* Benefit story reduce fine lines and wrinkles. fade the look of crow's feet & target
(*Recommended for Retinol users and not for beginners) Precisely dosed, fresh retinol smooths the dark circles under eyes.
look of fine lines and fights dullness for Clinically proven for younger looking
See improved look of wrinkles and stubborn dark radiant, smoother and softer skin . skin in just 1 week. Clinically proven to fade the look of
spots. (in 2 weeks); Alt…deep wrinkles in 4 fine lines and stubborn crow's feet.
weeks Clinically proven to improve the look of Visibly smoother, more even-looking
See improved look of wrinkles in 1 week. wrinkles. (in 4 weeks) skin Ingredient story
Formulated with retinol to fight fine
Without increased irritation Ingredient story Ingredient story lines and Hyaluronic Acid
Encapsulated, single-dose capsules Cream delivers retinol within skin's to hydrate the delicate undereye area.
Ingredient story keep retinol fresh and potent. surface + Hyaluronic Acid adds
Our highest concentration 0.5% pure retinol plumping moisture to help hydrate and
delivers powerful results, targeting advanced signs rejuvenate the look of skin. 37
of aging without increased irritation.
FMT Hydro Boost Rapid Firming Rapid Tone Rapid Wrinkle

• #1 Retinol brand used most by dermatologists for themselves

Rapid Wrinkle Repair® •
•
Derm-proven retinol, a high-quality retinoid, without a prescription
Rapid results

RETINOL OIL
Benefit story
Clinically proven to help reduce
the look of deep wrinkles.
Visible results in just 1 week.
Ingredient story
Concentrated, intensely nourishing,
lightweight 0.3% retinol oil deeply
penetrates within the skin’s surface.
RAPID WRINKLE REPAIR®
SERUM
Benefit story
Improves the signs of skin aging,
with visible results in just 1 week.
Improves the look of fine lines
in 1 week.
Ingredient story
Serum formulated with pure retinol
and Hyaluronic Acid to target the
look of fine lines and wrinkles and
add plumping moisture.
RAPID WRINKLE REPAIR®
MOISTURIZER WITH SPF 30
Benefit story
Protects against sun damage and
visibly improves the look of fine lines and
wrinkles.
Smooths skin in one week.
Ingredient story
This daily retinol moisturizer visibly
reduces the look of fine lines and wrinkles
while protecting against sun damage.
RAPID WRINKLE REPAIR®
NIGHT
Benefit story
Nightly renewing moisturizer
improves the look of fine lines and
wrinkles.
Smooths the look of fine lines and
wrinkles as you sleep.
Ingredient story
Combination of retinol and
Hyaluronic Acid helps fight wrinkles
and adds moisture to rejuvenate the
look of skin. 38
FMT Hydro Boost Rapid Firming Rapid Tone Rapid Wrinkle

Rapid Wrinkle
Repair® Oil + Cream
+ Capsules
Key Visual

Cool Gray 1 C Gradient

0/0/0/30 0/0/0/34 >
0/0/0/11 > 0/0/0/81

Overarching Key Claim

Smooths the Look of Wrinkles and Fine Lines

Supporting Claims
• Rapid results
• #1 retinol brand used most by dermatologists for
themselves
Usage rights: This asset expires on 11/08/22. After this date contact Boryana Marquez
• Visible results in 1 week (boryana.marquez@ddb.com) for usage rights.
• Powerhouse retinol formulas that are good for daily use. Find this asset in supporting files: DAM ID 101773954
Update all assets to
• Get 2X the wrinkle-fighting power.* (cream + capsules) the current year:
(*2x the wrinkle-fighting retinol) ©J&JCI 2022

Neutrogena® FMT Tool Kit 39

 FMT Hydro Boost Rapid Firming Rapid Tone Rapid Wrinkle

Rapid Wrinkle
Repair® Retinol Pro+
Key Visual
Colors

PMS 3597C
93/75/26/22

Overarching Key Claim

Powerful 0.5% retinol + gentle on skin.*
That’s what we call a plus.
(*Recommended for Retinol users and not for beginners)

Supporting Claims
• Tough on wrinkles + gentle on skin
• Delivers potent 0.5% pure retinol
without increased irritation
Usage rights: This asset expires on 11/07/22. After this date contact Boryana Marquez
• Our highest retinol concentration yet (boryana.marquez@ddb.com) for usage rights.

• Targets the look of deep wrinkles, DAM ID: 92245810

dark spots and firmness
Neutrogena® FMT Tool Kit 40
Whenever use “gentle” claim must include: *Recommended for Retinol users and not for beginners
FMT Hydro Boost Rapid Firming Rapid Tone Rapid Wrinkle

Rapid Wrinkle Use plus-sign over dual-images to

Repair® Retinol Pro+ reinforce headline when space allows.

Key Visual
COMMUNICATION HIERARCHY
1. New, powerful 0.5% retinol

2. Tough on wrinkles + gentle on

skin* (*Recommended for Retinol users Show dropper
and not for beginners) outside of
bottle
3. That’s what we call a plus
whenever
possible.

THAT’S WHAT WE CALL

A PLUS campaign line
must be paired with claim. Include “NEW”
callout on all pieces.

Update all assets to

Add disclaimer:
the current year:
Recommended for retinol
©J&JCI 2022
users and not for beginners
when using “gentle on skin.”
Neutrogena® FMT Tool Kit 41
FMT Hydro Boost Rapid Firming Rapid Tone Rapid Wrinkle

Rapid Wrinkle Repair®

Retinol Pro+ Serum
Product Key Visual

Colors

PMS 3597C
93/75/26/22

Overarching Key Claim

Powerful 0.5% retinol + gentle on skin.
That’s what we call a plus.
(*Recommended for Retinol users and not for beginners)

Supporting Claims
• Tough on wrinkles + gentle on skin*.
• Delivers potent 0.5% pure retinol Usage rights: Perpetual. Global. All Channels. For questions on usage
without increased irritation rights contact Boryana Marquez (boryana.marquez@ddb.com) Update all assets to
• Our highest retinol concentration yet the current year:
DAM ID 92247251 ©J&JCI 2022
• Targets the look of deep wrinkles,
dark spots and firmness
Neutrogena® FMT Tool Kit 42
FMT Hydro Boost Rapid Firming Rapid Tone Rapid Wrinkle

Usage rights: Perpetual. Global. For questions on usage rights

Retail contact Boryana Marquez (boryana.marquez@ddb.com)

Activations Find this asset in supporting files: DAM ID 101773954

Digital

Use black sparingly,

to draw attention to
CTA / button.

Silver should be
used as the
background color.

For single-frame
banners, always
use the frame with
the product claim.

2-Frame Display Banners

Update all assets to
the current year:
©J&JCI 2022
Neutrogena® FMT Tool Kit 43
FMT Hydro Boost Rapid Firming Rapid Tone Rapid Wrinkle

Digital
Static Social
Add disclaimer:
Recommended for retinol
users and not for beginners

when using “gentle on skin.”

Download this asset here: DAM ID 91161993 Download this asset here: DAM ID 91161690 Download this asset here: DAM ID 88696874

Always include
product name.

Update all assets to

the current year:
©J&JCI 2022
Download this asset here: DAM ID 88696874 Download this asset here: DAM ID 88696874 Download this asset here: DAM ID 88696874
44
 FMT TOOL KIT

Contact
Your FMT Customer Strategy Contact
FMT Hydro Boost

Retail
Activations
Vertical Key
Visual Reduce to single
image of hydrated,
glowing skin in smaller
applications.

Usage Rights: This asset expires on 06/06/22. After this date

contact Boryana Marquez (boryana.marquez@ddb.com) for
usage rights.
Find this asset in supporting files: DAM ID 75307062

Update all assets to

the current year:
©J&JCI 2022

Neutrogena® FMT Tool Kit 46

FMT Hydro Boost

Usage Rights: This asset expires on 06/06/22. After this date contact Boryana Marquez
(boryana.marquez@ddb.com) for usage rights.
Retail DAM ID 79923890
Activations
Digital
For single-frame
banners, always
use the frame with
the product claim.

Update all assets to

Two-Frame Display Banners the current year:
©J&JCI 2022

Neutrogena® FMT Tool Kit 47

FMT Hydro Boost

Retail
Activations
Display Usage Rights: This asset expires on 06/06/22. After this
date contact Boryana Marquez
(boryana.marquez@ddb.com) for usage rights.
Logo and product
name on side panel. Find this asset in supporting files: DAM ID 75307062

Black base with logo

branding.

Neutrogena® FMT Tool Kit 48

FMT Hydro Boost

Full Claims Platform Use together for long-lasting hydration

(can be used in any cross-category execution as long as FMT is featured. Cannot show both Night Pressed and SPF 50)
Priority claims noted earlier are
bolded – the rest are #1 Hyaluronic Acid facial care line*
supplemental claims for use in (*Johnson & Johnson calculation based on Scantrack for the FMT with Hyaluronic Acid category for the 52 weeks ending
longer form comms only. 12/04/21 time period. Copyright © 2022, Nielsen Consumer LLC.) - Claim should be validated, and disclaimer updated
with the most recent data at the time the claim is used.
• #1 best selling facial moisturizer brand (Claim should be validated at the time of claim use)
• Long-lasting hydration with every step. (Can be used in cross-category execution when Cleanser not included )
• With purified Hyaluronic Acid that binds to water and holds it within skin's surface
• Superior hydration and award-winning moisturization.
• Boosts hydration for smooth, supple skin all day.
• For supple, hydrated skin that bounces back (alt: Skin so hydrated & supple, it bounces back)

Hydro Boost Gel-Cream Clinically proven, 48-hour hydration for healthy, glowing skin
Extra-Dry Clinically proven to strengthen skin’s moisture barrier
• Lock in clinically proven hydration for 48 hours.
• 48-hour lightweight hydration to relieve extra dry skin.
• Dermatologist recommended
• Fragrance-free, lightweight.
• 48 hours of nonstop hydration.
• Instantly quenches dry skin and keeps it looking smooth, supple and hydrated day after day.
70501110485
All product images linked to J&J Product360 • Clinically proven to quench skin instantly and continuously hydrate all day.
• Increases skin’s hydration and locks it in.
• Hyaluronic Acid plus glycerin for long-lasting, deeper hydration.
Neutrogena® FMT Tool Kit 49
FMT Hydro Boost

Full Claims
Priority claims noted earlier are
bolded – the rest are
supplemental claims for use in
longer form comms only
Hydro Boost Water Gel Instantly quenches skin and locks in clinically proven hydration for 24 hours
Nonstop hydration that lasts all day
• Instantly delivers 2X the hydration.* (*vs. untreated control)
• Clinically proven to strengthen skin’s moisture barrier
• Delivers 24 hours of hydration
• Award winning, #1 Hyaluronic Acid moisturizer (Claim should be validated at the time claim of use)
• Intense hydration that lasts throughout the day
70501110478 • Clinically proven to quench skin instantly and continuously hydrate all day
• Increases skin’s hydration level and locks it in
• Lightweight, oil-free
• Purified Hyaluronic Acid binds to water (ALT: moisture) and holds it in

Hydro Boost Night Restores and revitalizes skin overnight for 3X more hydration
Pressed Serum Hydrates and strengthens skin’s moisture barrier in just one night
• 48 hours of nonstop hydration
• Hyaluronic Acid & supercharged antioxidants revitalize the look of skin overnight and fight daily aggressors
• Pillow-proof formula

All product images linked to J&J Product360

70501113554 Neutrogena® FMT Tool Kit 50
FMT Hydro Boost

Full Claims Hydro Boost Clinically proven 24-hour weightless hydration for healthy, glowing skin
Hyaluronic
Priority claims noted earlier Clinically proven, lightweight hydration to visibly reduce the look of pores for
are bolded – the rest Acid Serum healthy, glowing skin
are supplemental claims for use
in longer form comms only • 17% hydration complex; Deeply quenches for extra smooth, supple skin
• Hyaluronic Acid Serum hydrates deep within skin's surface and helps to improve
tone and evenness

• Pair Neutrogena® Hydro Boost Water Gel with Neutrogena® Hydro Boost
Hyaluronic Acid Serum for 3X the hydrating power* (*based on 3X the hydrating
ingredients vs. Water Gel alone
70501113561 • 17% Hydration complex with Hyaluronic Acid, pro-vitamin B5, and glycerin which
penetrates skin surface 9 layers deep

• Fragrance-free, weightless

Hydro Boost water Helps protect skin from sun damage, fight pollution and replenish skin
(alt for pollution: environmental aggressors)
Gel (CityShield) w. SPF 25
Replenishes moisture to fight the signs of tired, dull-looking skin
• Lock in clinically proven hydration and help prevent sun damage
• Hydrate and fight against environmental aggressors

• Helps protect, hydrate and replenish pollution-stressed skin

• SPF + antioxidant-infused water gel for hydrated, city-proof skin
• Antioxidant-infused, antioxidants and broad-spectrum SPF 25 fight dry skin,
pollution and sun damage

All product images linked to J&J Product360

86800113478 • Lightweight, oil-free

Neutrogena® FMT Tool Kit 51

FMT Hydro Boost

Full Claims
Priority claims noted earlier
are bolded – the rest
are supplemental claims for use Hydro Boost Hydrating Serum Instantly quenches skin to deliver high hydration levels
in longer form comms only • Lock in clinically proven hydration all day long
• Purified Hyaluronic Acid binds to and holds in water
• For a smooth and hydrated complexion

70501100134

Hydro Boost Moisturizer with All-day quenching hydration + weightless SPF 50 protection and antioxidants
Sunscreen SPF 50 Clinically proven hydration
• With Hyaluronic Acid & supercharged antioxidants

• Hyaluronic Acid hydrates while SPF formula with Helioplex® provides UVA/UVB
protection and supercharged antioxidants including vitamin E
help fight daily environmental aggressors

• Instantly hydrates for healthy-looking skin in just 1 week

86800102519
• Fragrance-free, invisible

Hydro Boost Eye Instantly quenches to hydrate and smooth the delicate eye area
• Ophthalmologist Tested
Gel-Cream
• Fragrance-, oil- and dye-free.

• Gel cream with Hyaluronic Acid absorbs quickly for long-lasting hydration

All product images linked to J&J Product360

70501110492 52
FMT Hydro Boost

Cross Hydro Boost Gel-Cream Extra-Dry +

Cleansing Wipe
Pair for 4X the hydrating power *vs. hydrating ingredients in wipes alone

Category SKU Claims:

• Pair for 4X the hydrating power *vs. hydrating ingredients in wipes alone

Claims •
•
48-hour hydration that nourishes skin’s moisture barrier
All-day Hydration
Priority claims noted
• Long lasting/intense hydration you can feel
earlier are bolded – the
rest are supplemental Second Tier Claim:
claims for use in longer • Respect your skin with every step
form comms only • Pair for vital hydration in every step
• Vital hydration that nourishes skin’s moisture barrier for healthier looking skin
70501110485
• Pair for intense hydration that nourishes skin’s moisture barrier
70501154298

Hydro Boost Gel-Cream Extra-Dry +
Gel Cream + Cleansing Gel
Clinically shown to increase skin's hydration and lock it in
SKU Claims:
• Preserve skin's moisture barrier
• Clinically proven to increase skin's hydration level and lock it in
• Boosts hydration for soft, supple skin
• Pair for 2X the hydration power *vs. hydrating ingredients in gel cleanser alone

Second Tier Claims:

• Pair for vital hydration in every step
• Pair for intense hydration that nourishes skin’s moisture barrier
• Pair for healthier looking skin with vital hydration that nourishes skin’s moisture barrier
• Vital hydration and nourishes skin’s moisture barrier for healthier looking skin
70501110485
• Pair together to preserve skin’s moisture barrier
All product images linked to J&J Product360
70501110997
Neutrogena® FMT Tool Kit 53
FMT Hydro Boost

Cross
Category
Claims
Hydro Boost Extra Dry Leading Claim: Clinically proven to increase skin’s hydration level for glowing,
Priority claims noted
earlier are bolded – the soft, healthy-looking skin
Gel Cream + Cleansing Gel
rest are supplemental + Cleansing Wipe SKU Claims:
claims for use in longer
form comms only • Clinically shown
(alt Clinically tested) to increase skin's hydration level for dewy,
healthy-looking skin)
• With Hyaluronic Acid
• Boosts hydration for soft skin
• 24-hour hydration that nourishes skin’s moisture barrier

Second Tier Claims:

• Vital hydration in every step
• Pair for intense hydration that nourishes skin’s moisture barrier
70501110485 • Pair for healthier looking skin with vital hydration
• Vital hydration that nourishes skin
70501110997
70501154298

All product images linked to J&J Product360

Neutrogena® FMT Tool Kit 54

FMT Hydro Boost Rapid Firming Rapid Tone

Full Claims Rapid Tone Clinically proven to reduce the look of stubborn dark spots and smooth the
look of fine lines
Priority claims are bolded – the Repair Dark
rest are supplemental claims Spot Corrector • Brightens skin tone for more even-looking skin
• Younger looking skin in 1 week
• Vitamin C combined with retinol targets stubborn dark spots for more even skin tone
70501110362
Rapid Tone Repair 20% Visibly smoother, brighter skin in just 1 week
Vitamin C Capsules • Improves the look of dark spots in 4 weeks

• 20% vitamin C, a powerhouse antioxidant

• Clinically proven to help even tone and texture

• 2X the level of vitamin C as the #1 serum (Claim should be validated at the time of use)

• Biodegradable in water capsules with fresh vitamin C

• 20% (high concentration) pure vitamin C Serum encapsulated for a powerhouse
70501120156 antioxidant that fights external skin aging factors while brightening and evening skin tone
• Dermatologist-recommended brand

Rapid Tone Repair Visibly improve the look of dark spots in 1 week and wrinkles in 4 weeks
Correcting Cream Clinically proven results in 1 week
• Visibly reduce the look of dark spots in 4 weeks
• A powerful blend of retinol + vitamin C for younger looking skin in just 1 week

Clinically proven to help:

• Even skin's tone
• Reduce the look of dark spots
All product images linked to J&J Product360 • Diminish the look of discoloration
• Smooth the look of even deep wrinkles
70501111086 Neutrogena® FMT Tool Kit 55
Awards &
Usage HYDRO BOOST GEL CREAM EXTRA DRY:
People Choice Award 2020
Rights Usage rights scope and duration: Retail, Digital, Promo and Social – expires 1/3/23

These are the awards GQ 2021 Grooming Awards

we have purchased Usage rights: Social expires 1 year from first use – Contact Brand team if interest in leveraging – currently on hold
usage rights for and for 2H (second half) activation
want to prioritize. This
does not represent Allure 2019 Reader's Choice Award - RENEWAL
the full list of awards Usage rights: Digital and Print – expires 3/1/22
our products receive.

Submit interest in HYDRO BOOST HYALURONIC ACID SERUM:

usage to our brand InStyle 2021 Reader's Choice Award
team representative Usage rights scope and duration: Digital and Socia – expires 11/16/22
below with ALL creative
materials in advance,
as publications typically RAPID TONE REPAIR VITAMIN C CAPSULES:
require written approval Cosmopolitan's Holy Grail Beauty Awards
before any use. Usage rights scope and duration: Social and Digital – expires 12/14/22

Kelsey Schmoe -
kschmoe@its.jnj.com HYDRO BOOST NIGHT PRESSED SERUM
Allure 2021 Reader's Choice Award
Usage rights scope and duration: Digital – expires 5/18/22

Neutrogena® FMT Tool Kit 56