ADOLOGY

01 / 03 · Scoreboard

WEEKLY BRIEF · 3-PAGE PDF Focal:Neutrogena 4-min read

You posted once. Your category posted 282 times. Here's what they said.

Reporting period · Apr 20 – 26, 2026 · 7 days · vs. Apr 13 – Apr 19

Scoreboard · Engagement & SoV

Brand	Posts	Median likes	Viral rate	Δ vs prior wk	Status
Paula's Choice	100	21	0%	+92%	On pace
Aveeno	67	49	0%	+294%	Rising
Cetaphil	35	133	0%	+133%	On pace
The Ordinary	30	579	0%	+76%	Leading
Olay	19	50	5.3%	+46%	Rising
CeraVe	17	247	0%	+183%	On pace
La Roche-Posay	12	25	0%	−33%	On pace
Eucerin	2	31	0%	−60%	Trailing
Neutrogena Focal	1	29	0%	flat	Trailing

Share of Voice · This week

Paula's Choice

35.3%

Aveeno

23.7%

Cetaphil

12.4%

The Ordinary

10.6%

Olay · CeraVe · LRP · Eucerin

17.7%

Neutrogena

0.4%

Top Movers · This week

Top performer

579 median likes

@theordinary · 27× Paula's pace

Volume leader

100 posts

Paula's Choice · flat per-post

Neutrogena's gap

−34.9 SoV pts

vs. category leader · closeable

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ADOLOGY

02 / 03 · Signals

↘ Cultural beats your category is reacting to

Four signals are doing the lifting in beauty this week. Three have a Neutrogena angle wide open.

REPORTING PERIOD · APR 20 – 26, 2026 · 7 DAYS

Signals · Apr 20 – 26

Signal 01 · Retail-as-content

The Ordinary turned skincare into a Tokyo konbini and got 6 of the week's top 10 posts.

A pop-up “Mini Mart” in Osaka, with onigiri-shaped product packaging and a checkered konbini floor, drove 11k+ likes across the campaign. Skincare became a destination, not a SKU. Format is replicable: pick a regional retail visual language, build the set, post the tour.

Cited: @theordinary × Osaka Mini Mart · Apr 23-29 · 5.4k + 3.8k + 2.0k likes on lead posts

Signal 02 · Format shift

“Fan-edit” energy is replacing product demos.

CeraVe's TikTok mimicking music-video fan-edit aesthetics on a moisturizer hit 45k views and 3.8% ER — aggressive cuts, heavy bass, no clinical voiceover. Pattern across the set: the post that wins is the one that doesn't feel like an ad until the last frame.

Cited: @cerave fan edit · 45.1k views · 3.8% ER · "DevelopedWithDerms" tag preserved

Signal 03 · Authority play

La Roche-Posay launched Mela B3 Body + Eye in the same week. Clinical-language SoV climbed.

Two product launches with mature-skin models, clinical-study callouts, and tactile jelly-lotion hero shots. Neutrogena's heritage is exactly this lane — but you ceded it. Subreddit chatter on retinol/derm-recommended is up 11% w/w.

Cited: @larocheposayusa Mela B3 launch · r/SkincareAddiction mention volume +11% w/w

Signal 04 · The Neutrogena-shaped hole

Drugstore + clinical-credibility is unowned this week.

CeraVe leans “developed with derms.” LRP leans “clinical efficacy.” The Ordinary leans “ingredient transparency.” No one owns drugstore-affordable + dermatologist-level results — the lane Neutrogena built. Your retinol franchise has rising search demand and zero defense.

Cited: r/SkincareAddiction "neutrogena retinol" search +18% w/w · zero brand posts

Take back the lane you built. Ship 3 posts this week, all on retinol or Hydro Boost.

DEPLOY BY · MAY 3, 2026 · 7-DAY WINDOW

Reclaim “dermatologist-level results, drugstore price” with one TikTok this week. Format: a side-by-side — CeraVe ($18), LRP ($30), Neutrogena Rapid Wrinkle Repair ($25). Same active class. Frame the price-to-efficacy gap as a pattern interrupt, not a brag. Caption: “the derm aisle's worst-kept secret.” Why now: “Neutrogena retinol” search on r/SkincareAddiction is up 18% w/w with zero brand-side content meeting the demand. LRP just launched a competing mature-skin product. Window to defend the lane is < 14 days.
Borrow the fan-edit format. Apply it to Hydro Boost. 90-second TikTok: aggressive cuts, heavy bass, the gel-cream texture in macro slow-mo. End with the iconic blue jar + a single derm callout. No spokesperson, no voiceover. Match CeraVe's energy on a product CeraVe doesn't have. Why now: CeraVe's fan-edit just hit 45k views and 3.8% ER. The format is proven, open, and replicable in one shoot day. Your texture story (gel-cream, zero-stickiness) is more visually demonstrable than CeraVe's moisturizer.
Run a 1-week pop-up moment in a real Neutrogena city — Skokie, IL. Lift The Ordinary's retail-as-content play. Build a small “Neutrogena Lab” storefront in your hometown (J&J HQ-adjacent). Tour it as content. The story is “our science is from here, not Tokyo” — that's a specificity LRP and TO can't claim. Why now: Retail-as-content is the breakout format of the week (6 of 10 top posts). Specificity beats aspiration this cycle. The Ordinary did Osaka; the next move is American hometown authenticity.

One thing to stop doing

Stop posting once a week. Paula's Choice posted 100 times and pulled 21 median likes — volume isn't the answer. But 1 post a week leaves the “Neutrogena retinol” search demand to your competitors. Target: 3 posts this week, all in your authority lane (retinol, Hydro Boost, sunscreen). Don't compete on volume. Compete on owned territory.

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