Neutrogena Empowers Consumers to 'Break the Rules'
Kenvue Brands' Neutrogena has positioned itself as a science-first skincare brand in its latest program, which pairs in-store and online messaging with creator-driven content.
The brand unveiled its "Break the Rules" campaign on July 15, rooted in the simple consumer truth that beauty advice can often feel like a set of rigid rules. The effort is running nationally across TV and digital channels, including Instagram, TikTok and YouTube, as well as on the brand's website.
In stores, displays and other materials showcase the company's flagship product, Rapid Wrinkle Repair Retinol Regenerating Cream, and highlight the brand's dermatologist-led skincare innovation throughout most of the past century.
The effort encourages consumers to embrace real, science-backed solutions when choosing their skincare products — especially when it comes to retinol face creams — instead of following the conflicting advice they see on social media, through AI-powered tools and even what they hear from content creators and their peers.
The visuals and copy challenge the common rules in messaging that consumers can easily understand, while reminding them that Neutrogena products offer a trusted irritation-free retinol solution that is available at retailers nationwide.
"Neutrogena has helped pioneer dermatologist-developed consumer skincare," Chris Riat, global Neutrogena brand leader, said in a news release. "'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 brand is using creator partnerships for the effort, integrating creator‑driven content into store environments — such as influencer‑shopped displays or QR‑coded product information linking to dermatologist‑endorsed routines. That aligns with the brand's strategy of pairing science with culturally relevant storytelling.
Experiential activations at Lollapalooza from July 30 through Aug. 2 are extending the brand's out-of-home efforts this summer. As the official skincare and suncare sponsor of the annual four-day music festival held in Chicago, brand ambassadors are helping visitors refresh in between sets with hydrating skincare alongside sunscreen stations across festival grounds.
Neutrogena was the first brand to launch a retinol face cream in the U.S. mass market in 1997.
The campaign was created in response to consumer insights gathered throughout the first half of 2026 that showed that retinol is one of skincare's most searched-for ingredients with 60,000 average monthly searches, according to the release. Social listening and AI platform Pulsar also found that nearly 17,000 consumer posts on TikTok and Instagram indicated consumer hesitations about using retinol products.
"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. "My advice: Look for the science behind a product, not just the virality."
