Neutrogena's 'Break the Rules' Initiative Focuses on Science-Backed Solutions
The first ingredient the campaign focuses on is retinol, highlighting the Rapid Wrinkle Repair Retinol Regenerating Cream.
Image courtesy - Neutrogena
Neutrogena is honing in on helping consumers move past the ongoing noise surrounding the beauty space and instead focus on science-backed solutions.
The "Break the Rules" campaign from the brand is rooted in the belief that beauty advice can often feel like a set of rigid rules. Neutrogena is challenging those rules by highlighting how dermatologist-backed science makes proven skincare easier to understand, easier to use and easier to trust.
"Neutrogena has helped pioneer dermatologist-developed consumer skincare. 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."
Chris Riat, Global Brand Leader
Watch: Neutrogena 'Break the Rules' · Courtesy of Neutrogena
As part of its kickoff, the campaign will first focus on retinol. The key product highlighted during this time is the Rapid Wrinkle Repair Retinol Regenerating Cream.
In the months ahead, the initiative will continue to unfold across various creator partnerships and experiential activations, including Lollapalooza, where Neutrogena will help festivalgoers refresh in between sets with hydrating skincare alongside sunscreen stations throughout the festival grounds.