NEUTROGENA Instagram - Ideation & Copywriting
Developed Instagram-first copy for Neutrogena, aligning with younger, mobile-native audiences while staying true to the brand’s skincare authority.
By tapping into Hong Kong youth culture and daily routines, such as “skin saved from late-night scrolling” or “mask-off moment of refresh”, the content delivered relatable storytelling and visual cohesion across posts.
인스타그램 사용자 특성에 맞춰 콘텐츠를 기획하며 스킨케어 전문 브랜드 Neutrogena의 핵심 톤을 유지했습니다. 홍콩 20대의 일상 언어를 활용해 공감 스토리를 만들었습니다.
Bright Boost Series
Creative Rationale
Developed a lifestyle-driven content series to promote the Bright Boost line, using playful, conversational copy and emoji cues to connect with younger audiences.
Each post turned everyday habits—like late-night scrolling, sugary snacks, and stress—from skincare “sins” into relatable reminders for healthy routines, reinforcing the product’s energetic and optimistic tone.
女生最驚肌膚變得泛黃同冇光澤😱，其實都係因為你嘅生活壞習慣犯咗肌膚罪過，令到肌膚代謝減慢！唔想肌膚冇精神😫，就要徹㡳改過肌膚罪過：
-減少攝取糖份🍬，糖份會加速肌膚老化，就算鍾意食甜品🍩，都唔好食太多
-平時工作壓力大都好💻，要定時識得放鬆吓🎮
-定時做適量運動🚴🏻♀️，加速身體新陳代謝
做齊上面三步，再用埋「Bright Boost 系列」，提升肌膚代謝冇難度💪🏻！
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#Bright Boost #細白晶透系列 #NeoGlucosamine #氨基葡萄糖#肌膚懺悔師 #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
現代人三大肌膚罪過Checklist📝
✔️通宵煲劇📺
✔️寧願飲珍奶都唔飲水
✔️出街懶搽防曬☀️🔥
有阿SA推介嘅全新Neutrogena「Bright Boost 細白晶透系列」，就算中哂都唔使驚💪🏻！
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#Bright Boost #細白晶透系列 #NeoGlucosamine #氨基葡萄糖#肌膚懺悔師 #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
晚晚煲劇👩🏻💻又夜瞓😴，搞到肌膚暗啞無光。唔想朝朝同肌膚懺悔, 早晚用全新Bright Boost精華✨，有效抑制60%黑色素，阻止肌膚色素沉澱，改善暗啞、泛黃及膚色不均，1星期重煥剔透亮白😍
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#Bright Boost #細白晶透系列 #NeoGlucosamine #氨基葡萄糖#肌膚懺悔師 #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
Rapid Wrinkle Repair Series
Creative Rationale
Framed anti-aging care with a confident and empowering tone to resonate with women reclaiming control over time.
The campaign balanced humor and aspiration—turning concerns about aging and fine lines into light-hearted yet motivating conversations that reinforced Rapid Wrinkle Repair as a smart, science-backed solution for visible renewal.
成日驚肌膚隨住年紀增長會變成皺皮蕃茄🍅想保持肌膚年輕，點算好💁🏻♀️？
放心！有解皺達人Rapid Wrinkle Repair做你最強後盾💪🛡，蘊含抗皺黃金成份維他命A醇，強效淡化細紋，1星期幫肌膚成功解皺😍
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#RapidWrinkleRepair #維A醇抗皺修護系列 #肌膚解皺達人 #1星期為肌膚解皺 #定格年輕 #抗皺 #維A醇抗皺修護新生面霜 #維A醇抗皺修護晚霜 #RegeneratingCream #NightMoisturizer #AntiAging #NeutrogenaHK
成日都話時間係女人嘅敵人😈，容易喺肌膚留下痕跡。
唔想年齡俾肌膚出賣🤦🏻♀️？
等Rapid Wrinkle Repair 維A醇抗皺修護系列幫你逆轉時間，一星期撫平細紋，為肌膚解皺😍
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#RapidWrinkleRepair #維A醇抗皺修護系列 #肌膚解皺達人 #1星期為肌膚解皺 #定格年輕 #抗皺 #維A醇抗皺修護新生面霜 #維A醇抗皺修護晚霜 #RegeneratingCream #NightMoisturizer #AntiAging #NeutrogenaHK