User Research @ Neutrogena
Redefining the future of Neutrogena Makeup Remover Wipes through user research and innovation
User Impact: Solving pain points for users with sensitive skin and sustainability concerns
Business Impact: +$90M sales growth opportunity
OVERVIEW
Kenvue Consumer Marketing Internship
June - September 2023
Team: Cleansing Innovation - Neutrogena
Manager: Desiree Quinto
Mentors: Samantha Kear & Kristina Parag
As a Consumer Marketing Intern on Kenvue’s Cleansing Innovation team, I worked on marketing research, product development, and activations to future-proof Neutrogena’s position as the category leader in facial cleansing.
My work focused on 4 key areas:
1. Furthering an understanding of consumers’ needs, pain points, and cleansing regimens
2. Pushing the envelope and extending our product lines through new makeup remover innovations
3. Setting the Neutrogena brand apart via claims and communications
4. Improving product and packaging sustainability to reduce waste and meet Kenvue’s Healthy Lives Matter goal by 2025
Problem
Neutrogena is the category leader in facial cleansing, driven largely by makeup remover (MUR) wipes.
But the wipes category is anticipated to decline over time, as consumers increasingly switch to other forms of facial cleansers.
How should Neutrogena futureproof their wipes business?
Process
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THE BIG PICTURE: Market Analysis
Analyzed 5-year MUR category growth and product performance in Nielsen
Collaborated cross-functionally with regional teams to understand the skincare routines and trends followed by users in the U.S. and worldwide (NA, LATAM, APAC, EMEA)
Put together a big-picture view of the global cleansing landscape through secondary research from Nielsen, Mintel, Business Panorama, Kantar, and other research companies
UNDERSTANDING NEEDS: User Research
Recruited and interviewed participants for 2 qualitative Vurvey studies, comparing responses from current and lapsed users
Analyzed quantitative data in Nielsen and Numerator regarding sales, purchase behavior, and user demographics
Conducted sentiment analysis and compiled a list of pain points from product reviews through Amazon and Beehive
Engaged in social listening on Instagram, Facebook, Twitter, TikTok, and YouTube to further understand makeup remover use cases, behaviors, and routines
Visited stores to observe user interactions with products and in-store displays
LEARNING FROM OTHERS: Competitor Research
Interviewed Vurvey participants about their experiences with competing brands and products
Identified top benefits and pain points of competing products to understand why users switched from Neutrogena MUR wipes
Conducted word frequency analysis of product claims and user reviews
Compared additional factors for success: ingredients, claims, communications, distribution, pricing, sizing, packaging, sustainability, and certifications
Explored product innovations outside the industry for sustainability and form inspiration
PUTTING IT ALL TOGETHER: Synthesizing Insights
Uncovered insights into user behaviors, needs, and pain points
Synthesized qualitative and quantitative data from primary and secondary research to inform product development
Created user personas in line with existing profiles to represent current audiences and potential new audiences
Mapped user journeys and highlighted opportunities for improvement
Developed recommendations for short-term optimizations and long-term product innovations
PITCHING IT: Presenting to Stakeholders
Visualized actionable insights regarding user pain points and solutions in several slide decks
Aligned recommendations with business goals and stakeholders in mind
Presented to 40+ stakeholders across the Innovation, Consumer Insights, Research & Development, and Media & Communications teams
Provided clear next steps and resources needed for implementation, with recommendations immediately utilized in Innovation Week discussions and short-term recommendations executed in communications materials
Takeaways
1. Take initiative when navigating uncertainty
I started at Kenvue during a period of immense change and reorganization following its spin-off as an independent consumer health company. With this uncertainty, however, I learned to be unafraid of asking questions, to reach out to meet people across teams and offices (I had over 70 coffee chats this summer!), and to bring my experiences to the table whenever possible — I’m here for a reason!
2. Learn from everyone
I took competitive analysis as a prompt and ran with it. Whether it’s a direct competitor killing the game with brand blocking, seeing what strides are being made in products completely outside the category, or learnings from the other side of the world, there’s always something to learn from somewhere!
3. Lean into duality with people and data
Data drives insights, and so do people! Connect the dots where the numbers stand and bring empathy into play. Advocate for your users and they will advocate for you.