Shraddha Kapoor, Q-Comm & Science: Neutrogena’s Winning Skincare Strategy in India

Neutrogena is making waves in India’s competitive skincare market, and it’s doing so with a potent formula—science-backed skincare, digital-first thinking, and Bollywood star power. With Shraddha Kapoor as the new face of the brand, Neutrogena strengthens its refreshed identity: “Beauty to a Science.”

Launched in India in 2009, Neutrogena has steadily built a loyal base through iconic products like Ultra Sheer Sunscreen and Hydro Boost. But the skincare landscape in India has evolved. With new D2C brands flooding the market and consumer trust at an all-time low, Neutrogena is shifting gears.

A Scientific Edge in a Crowded Market

India’s skincare market—valued at over ₹75,000 crore in 2024—is growing rapidly, thanks to increased awareness, smartphone penetration, and rising disposable income. But it’s also highly fragmented, with major players like HUL and P&G dominating over 50% of the share, and new-age brands like Minimalist, Dot & Key, and The Derma Co aggressively expanding.

To stand out, Neutrogena positions itself not just as a beauty brand, but as a science-first solution to real skincare problems. Manoj Gadgil, Business Unit Head and VP of Marketing at Kenvue (formerly Johnson & Johnson’s consumer health division), explains:

“Neutrogena doesn’t chase trends. We deliver evidence-based skincare with proven results. That’s what sets us apart.”

Shraddha Kapoor Brings Star Power and Relatability

To connect with modern Indian consumers, Neutrogena brings on board Shraddha Kapoor as its new brand ambassador. Known for her natural beauty and girl-next-door charm, Shraddha perfectly embodies Neutrogena’s blend of accessibility and efficacy.

Her upcoming campaign reinforces the brand’s message: you don’t have to choose between beauty and science—you can have both. By aligning with Kapoor, Neutrogena deepens its emotional connection with young, digitally savvy audiences.

Digital-First Marketing Meets Q-Commerce

Neutrogena’s marketing now focuses heavily on digital platforms. From influencer-led storytelling to YouTube and Instagram campaigns, the brand embraces the channels where skincare lovers spend their time.

Plus, Neutrogena is expanding across quick commerce (Q-comm) platforms like Blinkit and Instamart, making it easier for consumers to get their favourite products delivered in minutes.

“Consumers want fast, reliable access. Our q-commerce push ensures we’re there when and where they need us,” says Gadgil.

Premium Yet Accessible

Neutrogena continues to hold its ground as a dermatologist-recommended brand that blends credibility with convenience. Whether through dermatology clinics, supermarkets, e-commerce giants like Nykaa and Amazon, or emerging platforms, the brand is everywhere the modern Indian shopper looks.

With science at its core and Shraddha Kapoor as the new face, Neutrogena charts a fresh and confident path in India’s skincare journey. It’s not just following the glow-up trend—it’s setting the benchmark for smart, science-led skincare that actually works.