Neutrogena's Nostalgia Trip Gets '90s Kids to Embrace Pro-aging Mindset

To reintroduce the Rapid Wrinkle Repair Cream and launch the new Rapid Wrinkle Repair Serum, Neutrogena tapped BBDO NY to lean into the power of the power of nostalgia to 'gently' remind anyone over the age of 30, that now is the perfect time to start protecting and repairing your skin from visible signs of aging.

The campaign embraces a pro-aging mindset, celebrating skin at every stage without any condescension or negativity. By tapping into nostalgia, we’re making a cultural connection with those who grew up in an iconic era and are now looking for proven skincare that works.

Building on the brand’s use of real dermatologists in their work, Neutrogena partnered with Dr Shauna Higgins to deliver the message “If you remember (insert nostalgic moment), it may be time to start using Neutrogena Retinol Regenerating Cream/Renewal Serum.”

To launch, the hero film intercepts viewers as they watch a scene from the hit '90s show, Beverly Hills 90210. In the fan-favourite moment where Donna asks David to marry her, the camera spins around our two lovebirds as they share their kiss to reveal Dr Higgins was standing there, witness to the proposal. It’s here she delivers the hard truth, “If you remember rooting for Donna and David, it may be time to use Neutrogena.”

The campaign includes a big social component in partnership with world builder and director Maris Jones, one of TikTok and Instagram’s premier nostalgic creators (who also notably designed Chappell Roan’s sets including the GRAMMYs and SNL) to painstakingly recreate classic bedrooms, kitchens, and dens from the '90s – again with Dr Higgins intercepting viewers in each piece of nostalgic inducing content.