A New Campaign for Our New Normal | Love, Neutrogena

by Kerry Sullivan
May 18, 2020

For more than 60 years, it’s been an honor and a privilege for our Neutrogena personal care products to be welcomed into the home of consumers, your most personal space. And now, that space has become more than a home — it is an office, a playground, a gym, a spa, a classroom, a conference room, a studio, a movie theatre, a restaurant – and everything in between. The pandemic we face together has affected us all, but through the uncertainty and fear we continue to persevere as parents, employees, teachers, healthcare workers, beauty enthusiasts, and beyond. This perseverance inspires us every day at Neutrogena, and although we face a new normal, we wanted to reach consumers from our home to yours, with Love.

About the New Campaign

The Love, Neutrogena ♥ Campaign demonstrates through thick and thin, Neutrogena will always be there to take care of your skin. Though these commercials may seem familiar, they were all created after local communities throughout the US called for shelter in place and safer at home orders. The footage was filmed and created by producers and camera crew members in their own homes. Family members became hair stylists, prop directors, and lighting crew. Fathers filmed daughters and mothers practiced yoga for the camera. On behalf of the Neutrogena team, we are proud to have the chance to support the producers and crew members we have worked with over the years, all of whom belong to an industry that has grinded to a halt in this current situation. The campaign features some of our favorite and most beloved products: Deep Clean ® Invigorating Foaming Scrub , Makeup Remover Cleansing Towelettes, Oil-Free Acne Wash Pink Grapefruit Foaming Cleanser.

How Did We Do It?

This project wasn’t completed by one team, but was the collective work of many. Directors included Michael Kuhn and Niles Roth, aka The Hudson Dusters, who have received multiple awards for their work over the years, including honors from AICP, Clio Sports, and the Cannes Lions. Our Directors of Photography included Vinit Borrison, Eric Haåse, and Ricardo Diaz.

Vinit, who has a well-established reputation for leading innovation in camera technology, worked on our Deep Clean ® Invigorating Foaming Scrub commercial. He also gave us winning photography to go along with his baking fails.

Eric and his family worked on the Oil-Free Acne Wash Pink Grapefruit Foaming Cleanser commercial. This take on our daily face wash was a family affair – taking a whole team (mom, dad, and daughter!) to bring to life. Eric’s work as a director of short films and a commercial cinematographer brought this spot to life.

Finally, Ricardo, who has shot award winning feature films, documentaries, and commercials all over the world, worked with his partner to show how our Makeup Remover Cleansing Towelettes fit perfectly into a work-from-home routine. The pair got to work dancing, going to the office, and skipping showers all from the comfort of their apartment.

The heart of our Love, Neutrogena ♥ Campaign is a deep gratitude to our community for continuing to trust us, even in the most uncertain times. Our love goes out to our community and beyond, to our dedicated frontline healthcare workers and essential workers across industries and borders. We want to express our deepest gratitude to everyone who has put their lives at risk to keep us safe, healthy, and well. You can learn more about how Neutrogena is responding to the COVID-19 pandemic here.

Whenever you get the chance to spread some love, we’d appreciate the help. Stay healthy and safe friends!

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Kerry is the General Manager and Vice President of Marketing for Neutrogena currently residing in Los Angeles. With more than 15 years of experience in Health & Beauty, Kerry has been with Johnson & Johnson since 2002.

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