How do you encourage men to spend money on a soap just for their face? By reminding them of what else they wash with that bar of soap.
Neutrogena Canada's new ad campaign is hoping to raise concern about an epidemic it is calling "Junkface."
It is the first ad campaign for the Neutrogena Men line in Canada, which has only been advertised through smaller in-store promotions until now. To bring the point home, Neutrogena parent company Johnson & Johnson actually commissioned Ipsos Reid to study the phenomenon of Junkface.
In a real study conducted in May, Ipsos Reid found that 72 per cent of the men surveyed admitted to washing their faces with the same soap they use for the rest of their bodies. Alberta men were found to be the worst offenders, at 86 per cent.
Neutrogena is attempting to grab on to a share of a growing market in Canada: sales of men's grooming products rose 17 per cent last year, partly because more products designed for men were launched. Many of those new products are body washes, and Neutrogena is hoping to latch on to the possibility of convincing men aged 25 to 35 to invest in face washes as well.
"Men are an evolving and important consumer group ... we're taking a very different approach to the way we communicate to women, by speaking to men in a more humorous and relatable way," Ted Lachmansingh, group brand director for Neutrogena Canada, said in a highly relatable statement.
The eight-week campaign to fight "bar soap co-mingling" will include outdoor signage, sample hand-outs, and online ads, driving people to a website where they can download a coupon for the product.
Editor's Note: Neutrogena parent company Johnson & Johnson commissioned the Ipsos Reid to study the phenomenon of Junkface. Incorrect information appeared in an earlier version of this article.