
Neutrogena wants to make healthy-looking skin a top priority for Canadians, with a branded bus that will tour Toronto and an integrated OOH campaign.
A Neutrogena Boost Bus will make stops at different college campuses from Aug. 31 to Sep. 7, offering expert skin care advice and product samples. Visitors will be able to try and take home Neutrogena skin care products, participate in different games to win brand prizes and take home bracelets to commemorate the event. The pop-up will also feature photo stations.
The activation builds on the current brand positioning, which emphasizes its commitment to skincare expertise, inclusivity and community engagement. The Bus pop-up is also part of Neutrogena’s larger summer and back-to-school campaign, which includes a strong OOH presence, with streetcar takeovers, posters in subway stations and digital screens on 20 university campuses.
Agency partners include OneVue for media buying, OneMethod for OOH activations, Golin for PR and influencer marketing, and Colina for experiential.

Sarah Dibblee, senior brand leader at Neutrogena, tells Media in Canada the team wanted to emphasize that the brand is able to provide professional advice and a supportive community.
The activation, in addition to promoting the brand’s products, combines skincare education with different activities to engage Canadians and teach them about the importance of healthy-looking skin, says Dibblee. She notes that this allows Neutrogena to stand out in a crowded skincare market and combat unprofessional social media advice on what is the best product for young skin.
“This activation allows us to authentically connect with younger consumers who are generally more exposed to viral skin care trends that may not be the most appropriate for their skin,” Dibblee says. “By visiting Toronto and university campuses, we’re meeting our target audience where they live, study, and play, providing an immersive brand experience that showcases our products.”
The brand’s target audience is primarily Gen Z consumers, as they are forming skincare habits and brand preferences that will last a lifetime. “By connecting with them now, we can establish Neutrogena as their go-to brand for every stage of their skincare needs,” Dibblee says.