Marketing Currents - Business and Marketing Current Events

How Neutrogena missed out on the $42 billion beauty boom


For one executive, the clearest sign that Neutrogena had lost its way came when their daughter started buying CeraVe facewash and moisturizer.

Click here to read the story at

Discussion Questions:

  1. What is a brand?
  2. How would you describe the Neutrogena brand?
  3. What is market share?
  4. How has the increased competition from brands like CeraVe and La Roche-Posay affected Neutrogena’s market share?
  5. Based on information from this story, what marketing strategies did Neutrogena fail to adopt that contributed to its decline in market share?
  6. How has the rise of social media platforms like TikTok influenced consumer preferences in the skincare market?
  7. What steps should Neutrogena take to rebuild its brand loyalty among consumers, particularly younger demographics?
  8. Why should it care about a younger demographic?
  9. What is innovation?
  10. Why is innovation important in the skincare and beauty industry?
  11. What is fashion marketing?
  12. Why are influencers important in fashion marketing? How can they influence purchase decisions and brand perceptions?
  13. If you were a marketing professional at Neutrogena, how would you suggest the brand could get their mojo back and help to reclaim more market share?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.