Neutrogena is turning back the clock—both literally and emotionally—with a new campaign that blends dermatological credibility and '90s nostalgia. To mark the launch of its Rapid Wrinkle Repair Serum and the reintroduction of its iconic cream, the skincare brand partnered with BBDO New York to deliver a message that’s equal parts gentle reminder and cultural wink: if you remember the '90s, it might be time to start using retinol.
Far from fear-based marketing, this campaign takes a refreshing approach by celebrating aging as a natural process. With a pro-aging tone and a light-hearted sense of humor, Neutrogena is speaking directly to an audience entering their 30s and 40s—those who grew up with Beverly Hills 90210 posters on their walls and now find themselves scanning ingredient lists for retinol and peptides.
The launch film offers a clever twist. Viewers are immersed in a beloved scene from Beverly Hills 90210, where Donna proposes to David—until the camera pans to reveal dermatologist Dr. Shauna Higgins standing right there in the scene. Her deadpan delivery lands perfectly: “If you remember rooting for Donna and David, it may be time to use Neutrogena.”
The creative strategy builds on Neutrogena’s longstanding use of real medical professionals to lend scientific authority. But here, that authority is softened by a sense of humor and a knowing nod to shared cultural memory.
To expand the campaign across platforms, Neutrogena has teamed up with Maris Jones, a rising creative force on TikTok and Instagram known for her detailed recreations of vintage interiors. With her help, the brand has recreated classic '90s bedrooms, kitchens, and dens—each one interrupted by Dr. Higgins, slipping into frame with a smile and a skincare tip.
By rooting its message in memory and authenticity, Neutrogena positions itself as a brand that understands not just skin, but the people living in it. This is not about reversing time—it’s about owning it, proudly and beautifully.
