Bringing
Better to Life

Neutrogena Drag Race:
Celebrating Your Inner Queen

To strengthen Neutrogena Make-up Removing Cleansing Wipes’ brand position, UM developed a unique branded content strategy powered by an innovative partnership with Bell Media to make Neutrogena the official make-up remover of the new, buzzworthy show, Canada’s Drag Race. For the first time, Neutrogena steered away from standard beauty stereotypes and demonstrated their commitment to diversity by supporting and prominently featuring the LGBTQ community. Neutrogena was seamlessly integrated through in-show placement and product usage by the Queens when removing their make-up. The campaign was a stunning success, celebrating inclusivity, resulting in outstanding earned impression levels, VTRs and engagement impact for the brand. Additionally, the show has become #2 all time on the Crave platform.