Neutrogena elevates science with 'Break the Rules' campaign
The brand champions dermatologist-backed science against social media noise.
1Science-Based Brand Communication
Neutrogena's 'Break the Rules' campaign highlights scientific facts against skincare myths circulating on social media. The brand aims to steer consumers toward dermatologist-approved solutions. This strategy positions itself in a space where competitors like L'Oréal's CeraVe have found success.
2Retinol-Focused Campaign
The first phase focuses on Rapid Wrinkle Repair cream with retinol, which receives 60k monthly searches. According to Pulsar data, 17k retinol posts were shared on TikTok and Instagram in early 2026. Neutrogena aims to educate about this popular yet sensitive ingredient.
3Creative Content Strategy
A 30-second ad features diverse models mocking skincare myths like 'don't smile too big.' The 'Don't age by the rules' message emphasizes scientific truths. Developed by Publicis, the campaign adopts a tone similar to Dove's 'Real Beauty' platform.
4Multi-Channel Rollout
The campaign will air on TV, Instagram, TikTok and YouTube. Experiential activations and creator collaborations are planned at Lollapalooza, where Kenvue is the official sponsor. Sunscreen distribution will occur at the music festival.
5Industry Positioning
Neutrogena, developing dermatologist-approved products since 1930, highlights its 90-year expertise. Global brand leader Chris Riat states they aim to help consumers cut through noise and focus on clinical efficacy.
6Market Performance and Future
Kenvue's skin health segment grew 8.4% in Q1 2026. Kimberly-Clark's acquisition of Kenvue is pending. The campaign continues the brand's cultural initiatives like 90s nostalgia and #steamybooktok trends.
Original article: Marketing Dive — Neutrogena 'Kuralları Yık' kampanyasıyla bilimi öne çıkarıyor