Neutrogena ‘Breaks the Rules’ in New Experiential-Driven Campaign

Neutrogena is breaking the rules when it comes to beauty.

In a new namesake campaign, the Kenvue-owned brand is on a mission to help consumers move past beauty’s Digital Age “noise” and embrace “real” science-backed solutions, according to brand officials.

Getting Clear on Skincare Education

Today’s consumers have more beauty information available to them than ever with social media, AI-powered tools, creators and peers shaping the skincare conversation before consumers even reach the dermatologist’s office.

But more access doesn’t always mean more clarity, the brand contends.

“Patients now come in with routines built from social media — and often, half of it isn’t right for their skin,” said Dr. Joshua Zeichner, associate professor of dermatology at Mount Sinai Hospital in New York City. “My advice: look for the science behind a product, not just the virality.”

Brand officials say “Break the Rules” is rooted in a simple consumer truth: beauty advice can often feel like a set of rigid rules. Neutrogena aims to challenge those “rules” with dermatologist-backed science that makes proven skincare easier to understand, use and trust – from sunscreen that feels weightless to retinol designed to deliver visible results with a gentle experience.

“Neutrogena has helped pioneer dermatologist-developed consumer skincare,” said Chris Riat, global Neutrogena brand leader. “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.”

Retinol Campaign

Break the Rules’ first major creative moment centers on retinol, one of skincare’s most searched-for ingredients with a reported 60,000 average monthly searches. Social listening data captured via Pulsar found nearly 17,000 retinol-related posts from US consumers across TikTok and Instagram between January and May, 2026. The new Neutrogena retinol campaign, featuring Neutrogena Rapid Wrinkle Repair Retinol Regenerating Cream was developed to speak directly to the pain point of sacrificing results for irritation. Neutrogena has been advancing retinol science since being among the first to launch a retinol face cream in the US mass market in 1997. Neutrogena Rapid Wrinkle Repair Retinol Regenerating Cream with hyaluronic acid improves the look of fine lines, dullness, wrinkles and dark spots. The new retinol creative rolls out today and will run nationally across TV and digital channels, including Instagram, TikTok and YouTube.

In the months ahead, Break the Rules will continue to unfold across creator partnerships and experiential activations, including Lollapalooza, where Neutrogena will help festivalgoers refresh in between sets with hydrating skincare alongside sunscreen stations across the festival grounds. Check out the brand’s participation at Coachella here.