NEUTROGENA Facebook - Ideation & Copywriting
Develop Facebook copy for multiple NEUTROGENA products, connecting product benefits with relatable daily habits and skin concerns. Each post followed the brand’s regional social plan, adapting regional key messages into locally resonant language and tone.
Focused on simple, consumer-friendly storytelling to highlight product efficacy and encourage everyday skincare engagement.
다양한 제품 특성과 소비자의 일상 고민을 연결해 홍콩 시장에 맞는 SNS 카피를 작성했습니다. 글로벌 메시지를 현지 언어와 톤으로 재해석하여 브랜드의 일관성을 유지하면서도 공감되는 스토리텔링을 구현했습니다.
Creative Rationale
Used a playful, conversational tone to connect with Hong Kong consumers’ daily skincare struggles. The phrase “寬恕肌膚罪過” (forgive your skin sins) was designed to humanize skincare habits while keeping the brand’s positive voice.
【阿SA誠意推介】1星期寬恕肌膚罪過
咇咇咇！你嘅肌膚已經響起警號！晚晚煲劇煲天光，出街又懶搽防曬，平時仲要唔飲水，一次過犯哂肌膚罪過，搞到面色暗黃無精神，肌膚梗係要發出求救訊號！要拯救肌膚，一定要試阿SA都推薦嘅全新「Bright Boost 細白晶透煥膚精華」，加速肌膚代謝快10倍，抑制60%黑色素，1星期重煥剔透亮白，寬恕你嘅肌膚罪過！
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#BrightBoost #細白晶透系列 #Neoglucosamine #氨基葡萄糖 #1星期重煥剔透亮白 #10倍促進肌膚代謝 #擊退黑色素 #細白晶透煥膚精華 #細白晶透煥采水凝霜 #RetexturizingSerum #GelCream #NeutrogenaHK
Creative Rationale
Used an empathetic and conversational tone to address “maskne” — the common skincare issue during the COVID period.
The copy turned everyday frustration into relatable advice, positioning Deep Clean as a practical, trustworthy solution for post-mask skincare routines.
【洗走口罩後遺症】
最近日日戴口罩焗住皮膚，搞到面油、黑頭、痘痘大爆發，點算好？介紹返，「1+1洗面好習慣」洗走口罩後遺症！
Step 1 日常清潔：根據肌膚需要，每日早晚用Deep Clean深層淨化潔面系列清潔肌膚，同毛孔污垢細菌講Bye Bye。
Step 2 特別護理：一星期再做1-2次深層清潔，幫肌膚去角質同潔淨毛孔，徹底洗走口罩後遺症！
即Click https://bit.ly/2SDgtgc 睇吓邊款Deep Clean深層淨化洗面乳最啱你!
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#DeepClean #Cleanser #深層潔面5大系列 #適合肌膚不同需要 #20大城市微細污垢 #Neutrogenahk #Skincare #SeeWhatsPossible
More Works
【乾燥肌剋星】肌底補濕對策
想肌膚keep住水潤，一整日都水感爆發？新升級Hydro Boost 水活保濕系列有辦法！
專利益生元酵母萃取科技，深入肌底叫醒沉睡嘅細胞製造透明質酸。唔單止表層補水，依家肌膚仲識自己「造」水，今個冬天由內而外全方位補濕，72小時持久水嫩！
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#SkinCare #SeeWhatsPossible #Neutrogenahk #HydroBoost #WaterGel #水活保濕凝露 #喚醒肌膚透明質酸自己生 #72小時持久水嫩 #NextGenHydration
【Bye-Bye2019！2020 完美肌膚Checklist】
2019最後一日，又係時候寫定出年嘅計劃嘞！想有完美水潤嘅肌膚，都要寫返個護膚大計先至得！記得除咗要飲多啲水，仲要早晚都用新升級Hydro Boost Water Gel，幫你持久補水。每星期再敷一兩次Mask，咁就完美肌膚Get！
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#SkinCare #SeeWhatsPossible #Neutrogenahk #HydroBoost #WaterGel #水活保濕凝露 #喚醒肌膚透明質酸自己生 #72小時持久水嫩 #NextGenHydration
