Neutrogena Skin's Vitals Experience @Coachella 2023
Coachella’s first skincare sponsor. Science you can feel, share, repeat. ~468.5M impressions
Coachella is a look-good environment set in a harsh desert reality; low humidity, heat, dust, and UV punish skin all weekend. 2023 was Neutrogena’s moment to demonstrate science where it’s needed most, as the festival’s first-ever skincare & suncare sponsor.
CHALLENGE
Make science fun. Integrate clinical education with music and community. Reinforce Neutrogena’s scientific leadership and carve out share of voice among heavy-hitting brand presences on the field.
INSIGHT
Skincare literacy sticks when people feel it. If we animate the skin’s defenses and renewal in a way that cools, protects, and restores in the body, festival-goers will adopt the ritual and share it.
CREATIVE STRATEGY
Shrink the guest, amplify the science “honey, we shrunk the kids!” and take people inside vital elements of their skin. Build a high-throughput, content-ready journey that turns protect → hydrate → refresh into a repeatable festival ritual.
CREATIVE
As Creative Director, I led the creative development of the Skin’s Vitals Experience, shaping the story, space, and user behavior across three layers.
Layer 1: The Dynamic Barrier - a skin-like, inflatable “first line of defense” that is both visible and tactile.
Layer 2 : Cellular Activity - A kinetic light environment of “Cellulations” visualizing currents and natural power science as spectacle.
Layer 3 : Inner Core - A restorative product lab with scientists guiding brand technology and how it fights natural elements; a cool, reset point before guests re-enter the sun.
Campground Sunscreen Stations: Distributed SPF hubs where festival-goers “powered up,” connected, and received more brand info.
RESULTS
Scale & Service
14,121 festival-goers moved through (benchmarks ~12,000).
14,090 fl oz of sunscreen dispensed; 600+ products sampled.
38.3K unique Skin’s Vitals landing-page views.
Commerce
Record April sales peak $4.4M (week of 4/16).
Category lifts for targeted Coachella SKUs: Ultra Sheer +120.2%, Invisible Daily Defense +178.2%, Beach Defense +98%, Sun +60.3%, Wipes +25.1%, Stubborn +148%.
Social
468,497,829 total impressions (organic/IG), +28,262 IG followers, 35.3M TikTok views.
Brand Lift & Experience Ranking
+25% increase in unaided awareness (attendees vs non-attendees).
#2 enjoyment rating across activations (behind Heineken House).
#4 unaided awareness (after Amex, Heineken, Adidas).
