Neutrogena References John Cena’s Wrestling Career in New Suncare Campaign

In promotion of Kenvue Inc.’s new launch of the Neutrogena Ultra Sheer Face Liquid Mineral Sunscreen SPF 70, the company has recruited WWE star John Cena to star in its new “You Can’t See Me” campaign.

A December 2024 Kenvue research study found that 99% of healthcare providers believe if sunscreen offered better application and aesthetic experiences, patients would use it more often. The new mineral formula addresses these barriers by offering a high SPF with a lightweight, invisible finish. To raise awareness, the sun care brand has teamed with John Cena, who, like the new sunscreen, is known in the wrestling world for being invisible.

“At Neutrogena, we’re committed to breaking down barriers to sun protection,” said Andrew Stanleick, Kenvue President of Skin Health & Beauty in North America, Europe, Middle East and Africa. “By leveraging humor and cultural relevance, we’re making sun safety and daily sunscreen use a conversation people want to engage with, especially younger audiences.”

Sunscreen You Can’t See Campaign

Inspired by the legendary “You Can’t See Me” catchphrase, the Sunscreen You Can’t See campaign reinforces that while wearers may not see Ultra Sheer Sunscreen on their skin, the high-SPF mineral formula is working hard to protect them from the harshest UV rays. Joining Cena in the campaign is dermatologist and skin cancer surgeon Dr. Neera Nathan.

“I had a blast working on this campaign. It’s funny, but it also gets across a really important point—wearing SPF every day isn’t something you should skip,” said Cena. “Neutrogena Ultra Sheer Sunscreen is lightweight, not greasy, and honestly, it’s so sheer you barely notice it’s there.”

The Neutrogena Ultra Sheer Sunscreen collection is designed for everyday wear, offering superior broad-spectrum UVA/UVB protection powered by proprietary Helioplex and Purescreen Technology. The advanced, fast-absorbing mineral formula ensures an ultra-light, invisible finish without the heavy, greasy feel, making sunscreen use effortless and enjoyable, per the brand.

2025 Partnerships with Coachella and Beyond

In 2025, Neutrogena is strengthening its longstanding commitment to education and awareness for sun safe practices, while increasing the number of dermatologists engaged and sunscreen sampled. As the official sun care sponsor of the Coachella Valley Music and Arts Festival and Stagecoach Festival, the brand will offer complimentary sunscreen stations and education. Additionally, Neutrogena is deepening its eight-year relationship with the Melanoma Research Foundation, surpassing $1 million in total donations over their relationship and partnering to host activations during Melanoma Awareness Month.

Furthering its impact, the brand will serve as an official sun care sponsor of the 2025 World Surf League, emphasizing the importance of sun protection for beach and water activities.

To reach younger audiences, Neutrogena has partnered with Young Minds Inspired to develop the Sun Safety for All program, providing education to students across the country and fostering lifelong sun protection habits at an early age.