Dive Brief:
- Neutrogena announced “Break the Rules,” a brand platform that looks to elevate science-backed solutions over the information consumers glean from social media, artificial intelligence tools and peers, according to a press release.
- The platform debuts with a campaign centered on retinol, a popular skincare ingredient. The creative begins rolling out Wednesday and will run nationally on TV and digital channels including Instagram, TikTok and YouTube.
- The retinol campaign is informed by search data and social listening. Future “Break the Rules” efforts will include creator partnerships and experiential activations, including at Lollapalooza, where the Kenvue brand is the official skincare and suncare sponsor.
Dive Insight:
Neutrogena is asking consumers to “Break the Rules” around skincare, challenging the insights found across the internet in favor of dermatologist-backed science. The approach is similar to that of L’Oréal brand CeraVe, which has paired education from doctors and culturally centered entertainment to build a $2 billion brand. Founded in 1930, Neutrogena has its own bona fides in the space.
“Neutrogena has helped pioneer dermatologist-developed consumer skincare,” Chris Riat, global Neutrogena brand leader, said in a statement. “Break the Rules is us putting 90 years of expertise to work where consumers need it most, helping move them past the noise and advancing their beauty routines both in terms of aesthetics and clinical efficacy.”
The first “Break the Rules” campaign supports Neutrogena Rapid Wrinkle Repair Retinol Regenerating Cream. Retinol is one of skincare’s most searched-for ingredients, with 60,000 average monthly searches, according to the brand. It is also a hot topic on social, with 17,000 posts from U.S. consumers about the ingredient across TikTok and Instagram in the first five months of 2026, per Pulsar data cited by Neutrogena. The campaign is built on the tension between consumers wanting retinol’s results without the irritation that sometimes comes with the acidic ingredient.
A 30-second hero video centers on a montage of a diverse set of models as a voice over says common skincare myths like “don’t smile too big” and “don’t sleep on your side.” A woman then laughs off this advice and says, “Don’t age by the rules.” A board-certified dermatologist adds, “Biohack your skincare routine.” The tone is similar to that of campaigns from Unilever brand Dove as part of its long-term “Real Beauty” brand platform.
Publicis led all strategy, creative, design, commerce, influencer, social and media for the launch, per a brand spokesperson.
Along with running across TV and digital, Neutrogena will extend “Break the Rules” with tactics that have become de rigueur for brands, including creators and experiential. The brand will help refresh consumers and provide sunscreen at Lollapalooza, the music festival scheduled for July 30 to Aug. 2 in Chicago. Previously, Neutrogena has worked to engage consumers around culture in campaigns around ’90s nostalgia and the #steamybooktok trend.
Kenvue had a strong Q1, with net sales increasing 4.5% and net sales in the skin health and beauty segment of which Neutrogena is a part increasing 8.4%, per an earnings report. Kimberly-Clark’s acquisition of Kenvue is expected to close in the second half of 2026.
