Having tried unsuccessfully for years to use advertising to halt the rise of skin cancer, Johnson & Johnson’s Neutrogena is taking a fresh approach—a content studio to create non-branded, long-form video primarily for streaming and on-demand services.
Neutrogena Studios, which will focus on work from diverse creators, is kicking off with “In the Sun,” a 37-minute documentary about skin health, executive produced by Kerry Washington. While this and other studio work will relate to Neutrogena’s skincare focus, it has no overt branding, says Tyler Rochwerg, digital marketing and innovation manager at J&J.
“Everything we put out at Neutrogena Studios is entertainment, not advertising,” Rochwerg says. “We’ve seen data and did a test screening, and the ability to lead people to action with long-form entertainment is just bar none. You just see it having just an emotional and inspiring impact on consumers.”
“In the Sun” will debut April 27 on streaming platforms and is an official selection at numerous film festivals, according to J&J. It follows stories of seven families dealing with long-term effects of living in the sun. The film addresses misconceptions about sun safety, including that Black people aren’t susceptible to skin cancer, which accounts for one of every three cancers diagnosed globally, according to the World Health Organization.