In a bold blend of throwback culture and skincare marketing, Neutrogena has launched a campaign that invites millennials to reminisce about the 1990s—only to cheekily remind them they’re aging. Titled “Neutrogena Remembers,” the initiative was created in collaboration with BBDO New York and puts a playful spin on nostalgia while promoting the brand’s Rapid Wrinkle Repair Cream and newly released Serum.
The campaign’s concept is simple: if you remember iconic ’90s moments, from teen magazines and butterfly clips to inflatable furniture and Beverly Hills, 90210, it might be time to start using retinol. It’s a clever repositioning that trades on emotion without resorting to pure nostalgia-washing.
The lead film opens with a memorable scene from Beverly Hills, 90210—Donna proposing to David—before abruptly cutting to a dermatologist who delivers the punchline: “If you remember rooting for Donna and David, it may be time to start using Neutrogena Retinol Regenerating Cream.”
Directed by internet-favorite Maris Jones, known for her deeply stylized retro content and collaborations with artists like Chappell Roan, the ads recreate vividly detailed ’90s settings. From landlines to lava lamps, every detail is curated to resonate with viewers emotionally and visually.
But the campaign isn’t just aesthetic. For Neutrogena, it’s also strategic. Chris Riat, vice president and global brand leader at Kenvue, said the brand wants to reestablish cultural relevance in an era where beauty is driven by social connection and community, particularly on platforms like TikTok, where skincare trends dominate.
“We’ve been known for combining beauty and science,” Riat noted, “but it was time to re-engage with culture—and our audience—on their terms.”
By leveraging the shared memory of a generation, Neutrogena uses humor and authenticity to deliver a pro-aging message that feels inclusive and current. According to BBDO executive creative director Alex Booker, the goal was to "lure people in with nostalgia, then gently hit them with the realization that they might be ready for a wrinkle repair routine.”
The BBDO team took care to ensure the references felt familiar yet not cliché—choosing objects and moments that are evocative without being overused. Items like teen magazines and butterfly clips were selected for their resonance within the beauty space, helping the campaign stay aligned with the brand’s identity.
Looking ahead, Neutrogena plans to expand the campaign’s reach based on social engagement. Potential extensions could include tapping into ’90s Spotify playlists or activating retro-themed experiences in shopping malls.
With Neutrogena Remembers, the brand demonstrates how nostalgia, when used thoughtfully, can do more than evoke emotion—it can drive meaningful brand engagement and product relevance in a market saturated with tech-driven solutions. Rather than deny aging, the campaign embraces it—with humor, honesty, and a little help from Donna and David.
