Neutrogena’s new campaign, “Neutrogena Remembers,” taps into ’90s nostalgia with a twist—reminding millennials that aging calls for their Rapid Wrinkle Repair products. Created by BBDO New York for Kenvue’s beauty brand, the campaign uses iconic memories to prompt consumers to consider skincare solutions for wrinkles and aging signs.
Rather than simply evoking fond memories, the campaign deliberately “pulls the rug” by linking nostalgia with the reality of aging, said Alex Booker, executive creative director at BBDO New York. This approach invites audiences to reminisce before encouraging them to try Neutrogena’s wrinkle creams and serums.
The campaign’s lead video references a notable scene from ’90s TV show Beverly Hills, 90210, juxtaposed with advice from a dermatologist: “If you remember rooting for Donna and David, it may be time to start using Neutrogena Retinol Regenerating Cream.” Other spots highlight nostalgic elements like landlines and teen magazines, set in decade-specific rooms crafted by director Maris Jones, known for her authentic ‘‘90s style and multimedia work.
For Neutrogena, this campaign marks an effort to reconnect with a beauty audience highly active on social media platforms such as TikTok, where skincare content thrives. Chris Riat, vice president and Neutrogena global brand leader at Kenvue, explained that beauty today is embedded in social culture, and the brand aims to engage consumers where they spend time online.
By combining nostalgia with a pro-aging message, BBDO carefully balances humor and sensitivity around the topic of aging. The creative team researched memorable yet subtle ’90s references to resonate without feeling clichéd. Items like teen magazines and butterfly clips tie back into beauty, reinforcing the brand’s space.
Looking forward, Neutrogena hopes to expand the campaign through audience engagement and cultural touchpoints such as ‘90s music playlists on Spotify or mall activations. Booker emphasized the brand’s strategy to deliver timely nostalgic moments that capture consumer attention while promoting its wrinkle repair products.