Back in 2017, we were charged with growing wipes by 30% a year for the next 5 years, a very tall order. So, how do we achieve this kind of growth?
 The answer is to drive household penetration.

Makeup penetration is double that of wipes.
Yet, only half of those women use a specific makeup remover product, and among them, the percentage who use wipes is even smaller. That’s a big gap.
And a big opportunity.

So how do we compel them to purchase?
 By informing them that Neutrogena MUR not only removes over 99% of your makeup, it also gives you healthier skin.

We've created some light-hearted, fun digital content that will be served up to YouTubers searching out how-to makeup tutorials. We've highlighted some of the latest make-up trends in these :15 videos showing the realness of trying to follow along with the how-to's. Luckily, Neutrogena Makeup Remover wipes are there to clean the slate so you can fix your mistakes and start over.