Household beauty brands have long relied on TV advertising to pitch their products to wide audiences. But with more consumers—particularly millennials—moving online, Johnson & Johnson's Neutrogena Naturals is switching up its approach this year for its annual Earth Month campaign by going all-in on digital.
Since launching in 2011, Neutrogena Naturals has run a number of TV commercials with actress and brand spokeswoman Kristen Bell. This year, the brand is trying something new: a digital-only campaign that promotes water conservation and a new line of environmentally friendly makeup wipes.
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