DESCRIPTION

The launch of Hydro Boost+ Niacinamide Face Serum marked a tonal reset for Neutrogena. While long trusted for clinical efficacy, the brand lacked cultural relevance on social. This was the moment to reintroduce Neutrogena with a voice that felt current, credible, and entertaining. The insight behind the work focused on Gen Z consumers who had grown up with Hydro Boost but were now facing new skin concerns. They weren’t fluent in ingredients like Niacinamide, Caffeine, or Glycolic Acid and needed education that felt simple, smart, and fun—not clinical or prestige-coded. Infotainment became the strategic solution. Featuring Meg Stalter, the breakout star of Hacks and a Gen Z favorite, the campaign used humor to build awareness for the Niacinamide Serum. The Caffeine Eye Gel Cream and Glycolic Acid Overnight Peel were supported by conversion-focused paid social designed to drive action while staying playful and accessible. The approach helped catapult Neutrogena’s scientist Astik Risal into a recognizable and trusted face for the brand. It also set a new creative standard. Neutrogena continues to build on this voice—blending science and humor with macro influencers like John Cerna to educate, entertain, and convert.