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Neutrogena Corp., the Johnson & Johnson division that spent over $67 million in traditional media last year, will make its Web debut later this month with its inaugural site. The Los Angeles-based marketer is aiming to use the Internet to not only pitch skin and hair care tips to its core market of teenaged boys and women, 12-34, but to offer product samples and spotlight celebrity endorsers.
With a total online budget well below $1 million, the company hasn’t yet formulated plans for promoting the site launch other than listings on search engines and other directories.
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