TikTok is cluttered with skincare-related videos, from disgustingly fascinating pimple-popping clips to influencers’ extensive skincare routines. So, when Neutrogena set out to craft a TikTok campaign highlighting its Hydro Boost facial cleanser, the brand knew it had to think beyond the traditional model of influencer marketing to stand out from the dozens of rival cleansers being peddled by TikTok creators.
Rather than partner with skincare influencers to praise its cleanser or subtly weave the product into their “get ready with me” videos, Neutrogena instead tapped former dating show contestants—and a handful of TikTok creators—to star in a made-for-TikTok reality dating series called “Hydro House.”
“We wanted to approach [this campaign] by looking at two things: one, what’s happening in the skincare space on TikTok; and two, what's happening in culture,” said Megan Herren, strategy director at creative agency Movers+Shakers, which partnered with Neutrogena to produce the series.