Submitted by House of Comms

Neutrogena SKINSHOW

House of Comms built Neutrogena SKINSHOW, a four-episode YouTube series hosted by beauty and skin health experts, which the agency reports drew 8.7M views.

0.13% CTR vs 0.01% benchmarkCTR
47% VTR For 20+ minute epsiodes, much higher than the 30% benchmarkVTR
95% Reachreach
8.7M viewsviews

Case in 60 seconds

Neutrogena works to democratise access to skin health, and House of Comms observed a surge in online conversation about skincare and skin concerns during Ramadan, which left a gap between what consumers were asking and what the category was answering.

The campaign appears to turn on the fact that skin questions are asked in specific rather than general terms, so a series built one concern at a time answers demand that already exists instead of manufacturing interest in a seasonal message.

SKINSHOW was conceived as a show rather than a burst of campaign content, a YouTube series answering the questions consumers ask most, with each episode given over to a single skin concern.

House of Comms launched Neutrogena SKINSHOW on YouTube across four episodes, each dedicated to one skin concern, merging data from Google with the product selection shown during the show. Challenges, Q&A sessions and experiments were built into the episodes, which were hosted by influential beauty, skin health and makeup experts collaborating with the brand.

The agency reports 8.7M views and 95% Reach, a 47% VTR for 20+ minute episodes against a 30% benchmark, and a 0.13% CTR against a 0.01% benchmark, naming view-through and click-through as the measures that outperformed.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Consumers engaged in the online conversation around skincare and skin concerns during Ramadan, described by the page as people with common questions about specific skin concerns.
Ramadan concentrates both platform usage and skin-related questions in a single month, so the occasion offered a way in that felt connected to what consumers were already discussing rather than an unrelated brand message dropped into a busy period.
Skincare advice online is abundant and unevenly sourced, which the page frames as a gap around skin-related topics, so the difficulty was less about reach than about being the answer consumers trusted.
Neutrogena's stated mission to democratise access to skin health positioned the brand as the party that answers questions rather than the party that advertises against them, and the show made that role literal.
Based on the available evidence, the reported 0.13% CTR against a 0.01% benchmark suggests viewers arriving through a question were willing to act on the answer, which is a different behaviour from passive video consumption.

Creative & Execution System

Assets & channels

  • YouTube
  • Q&A sessions
  • challenges
  • episodes
  • experiments
  • series

Partners

  • House of Comms (lead_agency)

Participation mechanic

  • The show carried interactive elements including challenges, Q&A sessions and experiments, so viewers supplied the questions and concerns the episodes answered rather than only watching.

Creator role

  • influential beauty, skin health, and makeup experts

Results & Evidence

MetricValueResult type
CTR0.13% CTR vs 0.01% benchmarkperformance
VTR47% VTR For 20+ minute epsiodes, much higher than the 30% benchmarkperformance
reach95% Reachperformance
views8.7M viewsvideo_views

Why House of Comms's strategy worked

  1. 1

    Long-form video can hold attention well past category norms where each episode answers one defined question, since the reported 47% VTR on 20+ minute episodes sits above the 30% benchmark the agency cites.

  2. 2

    Search data used as a commissioning input rather than a distribution input shapes what the content covers, and the agency's description of merging Google data with the product selection suggests the show was built around demand that was already measurable.

  3. 3

    Borrowed credibility appears to do work that brand voice cannot in health-adjacent categories, because the agency attributes the credibility and engagement of the series to the beauty, skin health and makeup experts who hosted it rather than to the format alone.

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