Neutrogena Ditches TV for Social Media-Heavy Earth Month Campaign

Company zeros in on targeted advertising

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.

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.