Neutrogena spotlights hydration science with Ramadan-focused Hydro Boost campaign

Neutrogena has rolled out a new Ramadan campaign in Indonesia positioning its Hydro Boost range as a science-backed hydration solution designed to support skin health during the fasting month.

Titled “Neutrogena Hydro Boost your glow: 10 out of 10,” the initiative highlights the product line’s ability to hydrate up to 10 layers of the skin’s epidermis, while reframing hydration as an essential part of maintaining healthy and glowing skin during Ramadan.

Launched in Jakarta, the campaign underscores how changes in daily routines during the fasting period – including shifts in sleep patterns, reduced daytime fluid intake and dietary changes – can affect skin hydration and overall appearance.

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“Neutrogena is a global dermo-cosmetics brand with more than 90 years of expertise and is trusted by over 1.2 billion consumers worldwide. Through our ‘Beauty to a science’ philosophy, we believe that healthy, beautiful skin begins with proven science and dermatological insights. Hydro Boost is one of our key innovations, offering clinically proven hydration that is highly relevant to the needs of Indonesian consumers,” said Anggia Pramono, president director, Kenvue Indonesia.

The “10 out of 10” concept reflects the product’s hydration performance, supported by the brand’s Crystal Gel Matrix™ technology, which combines hyaluronic acid, amino acids and electrolytes to help deliver moisture across multiple layers of the skin.

According to dermatologist Fitria Agustina, effective skin hydration goes beyond surface-level moisturising. “In daily life, prolonged exposure to air conditioning, pollution, UV radiation, excessive facial cleansing, and irregular sleep patterns can increase transepidermal water loss (TEWL) and disrupt the integrity of the skin barrier. When the layered structure of the stratum corneum is compromised, its capacity to retain water also declines,” she said.

“Clinically, this condition is characterised by feelings of tightness, a dull appearance, reduced elasticity, and suboptimal makeup performance. Therefore, effective hydration not only provides a temporary sense of moisture, but also supports the stability of the skin’s layered structure and barrier function so that moisture can be maintained more sustainably.”

During Ramadan, such conditions can intensify as fasting reduces fluid intake during the day while sleep patterns shift and meals at sahur and iftar may include higher levels of salt, sugar or caffeine.

To address these challenges, the Hydro Boost range incorporates hyaluronic acid, a molecule naturally present in the skin that can bind water up to 1,000 times its weight. Clinically, the range claims to deliver hydration to up to 10 layers of the skin’s surface and maintain moisture for up to 72 hours by supporting the skin’s natural moisture barrier.

Kenvue Indonesia marketing director Fika Yolanda said the technology is designed to support long-lasting hydration while maintaining the skin’s barrier flexibility.

Beyond the science-led messaging, the campaign also features influencer and creator participation to demonstrate real-life usage during Ramadan. Content creator Rizfany shared her personal experience using the product throughout the fasting period. Makeup artist Bubah Alfian also demonstrated how hydrated skin can improve makeup application during a live “10-minute touch-up” session at the launch event.

As part of the campaign rollout, Neutrogena has also introduced an experiential activation called the Hydro Boost Pod at One Satrio in Jakarta’s Mega Kuningan district, running from 5 to 8 March.

The installation offers interactive experiences for visitors, including free makeup retouches and themed activities such as a “10 layers about you” blind date concept, designed to combine skincare education with experiential brand engagement during the Ramadan period.

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