30 June 2026
Neutrogena® - Ultra Sheer Range
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A festival lounge for the Ultra Sheer live set
Inspired by a festival VIP area, we pitched up a lifestyle-led beauty tent for the ultimate summer skin routine with Neutrogena®, streamed on the Amazon UK brand store.
As someone who loves the brand and uses its products on the regular, this was a special one for me as Creative Producer.
The writing process
For the UK launch of Neutrogena® Ultra Sheer Invisible range, the story we wanted to tell had to go beyond the standard “protect your skin this summer” message. We were keen to position the products as the essential summer lifestyle companions. With the peak music festival season approaching, I wanted to tap into the UK festival culture when writing the run of show, building an authentic connection between brand and audience.
Rather than delivering a heavy-handed sales pitch, the aim was subtler: show, don’t tell, why the Ultra Sheer range is a non-negotiable part of festival prep. As such, we cast two real-life friends, Alexa and Mathilde, as our live stream hosts. Both had presenter and broadcasting experience - this was essential - but their relationship gave the show an air of authenticity that only genuine friendship could.
The story was set in our “VIP Lounge Tent”, capturing the moments of calm between music sets, the perfect time to take a breather and retouch your look. Alexa and Mathilde traded skincare tips, addressing the live audience as peers when sharing their festival hacks. Indeed, with the two having different skin types and experiences, I tailored the run of show around them. With their collaboration, we developed a show that highlighted Alexa and Mathilde’s natural banter and personal stories of using the Ultra Sheer range organically eg. Alexa “diving into” the jar of the Hydro Boost while on holiday in Mykonos.
The show offered viewers with varying skin needs examples of real product use, all while entertaining.
The set-up
To anchor the livestream’s storyline, we built a custom, immersive set that blended authentic festival nostalgia with the Neutrogena® brand identity.
Drawing from personal experiences of festival culture, the environment was designed to feel like a high-end, relaxed VIP festival lounge rather than a rigid studio set.
Working alongside brilliant set designer Valentina Turtur, we crafted a space that was defined by:
Organic Warmth - lush greenery, warm natural tones, and low-slung, comfortable lounge seating that encouraged an authentic, conversational flow between our hosts
Brand Harmony - the brand’s signature palette of clean blues, radiant yellows, and crisp whites was seamlessly woven throughout the decor, props, and accent lighting without overwhelming the frame.
The set was likewise structured in a way that lent itself to the natural flow of conversation, from bringing focus to the hosts chatting about their BTS experience of a festival, to moving on to close-up product demonstrations under a UV light.
Indeed, lighting was designed to echo the core selling points of the Ultra Sheer line, for instance:
Sunlit Ambience - we established a bright, daytime aesthetic using soft, diffused key lighting paired with subtle reflective finishes
Product Utility - the visual design intentionally reflected the product selling points, capturing them in a way that subtly hinted at the healthy, radiant, and invisible finish the Ultra Sheer formula delivers
The results
Blending storytelling and quality production with the interactive live-commerce process, meant a fluid shoppable experience was delivered. Rather than passively watching an ad, viewers were invited to an engaging lifestyle-led shopping event that felt bespoke for Neutrogena® on Amazon UK.
The live stream encouraged audiences to actively participate on the Amazon live chat, with Alexa and Mathilde reading and responding to viewer questions on air, turning the broadcast into a genuine two-way conversation. Direct interaction allowed the hosts to tailor their responses on the fly, helping viewers choose the right Ultra Sheer products for them based on their style, skin type, and summer plans. The real-time excitement and interest in the chat reflected the impact of the soft-sell approach, with viewers actively sharing their plans to add featured products to their baskets during the show.
From a creative perspective, this production proved that live commerce doesn’t have to rely on hard-sell tactics to drive results. The combination of authentic talent/audience chemistry, custom set design, and interactive demonstrations resulted in a broadcast that both met commercial goals and served as a personal creative milestone.
Thank you so much to Groovy Gecko for the opportunity to lead this one!