Neutrogena is rolling out a new brand platform called “Break the Rules,” aimed at positioning dermatologist backed science as a more trustworthy alternative to the skincare advice consumers pick up from social media, AI tools, and friends.
The Kenvue owned brand’s first campaign under the new platform centers on retinol, one of skincare’s most talked about ingredients. Creative begins running Wednesday across national TV and digital channels, including Instagram, TikTok, and YouTube. The effort draws on search and social listening data. Neutrogena says retinol pulls roughly 60,000 average monthly searches, and cites Pulsar data showing 17,000 U.S. posts about the ingredient across TikTok and Instagram in just the first five months of 2026. The creative plays off a common tension around the ingredient, since consumers want retinol’s anti aging benefits without the irritation the acidic ingredient can cause.
A 30 second hero video shows a diverse cast of models over a voiceover reciting familiar skincare myths, such as warnings against smiling too broadly or sleeping on one’s side. A woman then dismisses the advice, declaring she won’t “age by the rules,” while a board certified dermatologist chimes in with a call to “biohack” one’s skincare routine. Publicis handled strategy, creative, design, commerce, influencer, social, and media for the launch.
Future phases of “Break the Rules” will expand into creator partnerships and experiential activations, including a presence at Lollapalooza, where Neutrogena serves as the official skincare and suncare sponsor for the festival running July 30 through Aug. 2 in Chicago.
The strategy positions Neutrogena alongside rivals leaning on a similar science meets culture formula. L’Oréal’s CeraVe has built a multibillion dollar brand by pairing dermatologist education with culturally resonant entertainment, while Unilever’s Dove has long used its “Real Beauty” platform to challenge conventional beauty messaging, a tone echoed in Neutrogena’s new spots. Founded in 1930, Neutrogena is leaning on nearly a century of dermatological credibility to make its case. Global brand leader Chris Riat framed the effort as using that expertise to help consumers cut through online noise in both the look and clinical performance of their routines.
The launch follows Neutrogena’s past efforts to tie into cultural moments, including a ’90s nostalgia campaign and a push around the “steamy” #BookTok trend. It also comes as parent company Kenvue reported a strong first quarter, with net sales up 4.5% and the skin health and beauty segment, which includes Neutrogena, up 8.4%. Kimberly Clark’s acquisition of Kenvue is expected to close in the second half of 2026.
