DESCRIPTION

Neutrogena’s Stubborn Acne campaign set out to shift the tone of acne care. Many young adults using clinically proven, dermatologist-recommended products were abandoning their routines too soon. The goal was to reframe treatment as a journey that works—with consistency and self-belief. The focus was on the Stubborn Acne AM/PM Treatment system and the newly launched Neutrogena Pimple Patches—effective, approachable solutions designed to put control back in the hands of consumers. Rejecting outdated acne tropes, the campaign featured real people with real acne—unretouched and unfiltered. The tone was direct and optimistic, celebrating progress and self-trust over perfection. The rollout included TV spots for broad awareness and conversion-driven videos crafted to feel social-first—authentic, relatable, and emotionally grounded. The result was a unified message: acne is normal, treatable, and nothing to be ashamed of. Clear skin is within reach.