SUMMIT, N.J. — Kenvue's Neutrogena unveiled Break the Rules, a brand mission built to help consumers move past beauty’s noise and embrace real, science-backed solutions.
Today’s consumers have more beauty information available to them than ever with social media, AI-powered tools, creators, and peers, often shaping the skin care conversation before consumers even reach the dermatologist’s office. But more access doesn't always mean more clarity.
“Patients now come in with routines built from social media — and often, half of it isn't right for their skin. My advice: look for the science behind a product, not just the virality,” says Dr. Joshua Zeichner, Associate Professor of Dermatology at Mount Sinai Hospital in New York City.
Break the Rules is rooted in a simple consumer truth: beauty advice can often feel like a set of rigid rules. Neutrogena is challenging those "rules" with dermatologist-backed science that makes proven skin care easier to understand, easier to use, and easier to trust – from sunscreen that feels weightless on skin to retinol designed to deliver visible results with a gentle experience.
“Neutrogena has helped pioneer dermatologist-developed consumer skin care,” said Chris Riat, Global Neutrogena Brand Leader. "Break the Rules is us putting 90 years of expertise to work where consumers need it most, helping move them past the noise and advancing their beauty routines both in terms of aesthetics and clinical efficacy.”
Break the Rules’ first major creative moment centers on retinol, one of skincare’s most searched-for ingredients with 60,000 average monthly searches1. Social listening data captured via Pulsar found nearly 17,000 posts from U.S. consumers about retinol across TikTok and Instagram between January and May 2026, consistently surfacing the same consumer conflict: people want retinol’s proven results but feel they must trade that effectiveness for irritation. The new Neutrogena® retinol campaign, featuring Neutrogena® Rapid Wrinkle Repair Retinol Regenerating Cream, was developed to speak directly to that tension. Neutrogena® has been advancing retinol science since being the first to launch a retinol face 1https://cosmeticsbusiness.com/the-biggest-skin-care-ingredient-trends-of-2025 Company Confidential - General Company Confidential - General cream in the U.S. mass market in 1997. Neutrogena® Rapid Wrinkle Repair Retinol Regenerating Cream with hyaluronic acid improves the look of fine lines, dullness, wrinkles & dark spots.
The new retinol creative officially begins rolling out today and will run nationally across TV and digital channels, including Instagram, TikTok, and YouTube. In the months ahead, Break the Rules will continue to unfold across creator partnerships and experiential activations, including Lollapalooza, where Neutrogena will help festivalgoers refresh in between sets with hydrating skin care alongside sunscreen stations across the festival grounds.
For more information about Break the Rules and Neutrogena, visit Neutrogena.com or follow @Neutrogena on Instagram and TikTok.
