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Neutrogena and John Cena's New Sunscreen Campaign

Neutrogena® has taken a bold step in the sunscreen industry with the introduction of its latest product, the Ultra Sheer® Face Liquid Mineral Sunscreen SPF 70. This groundbreaking launch was brought to life through a unique partnership with actor and WWE superstar John Cena. Together, they aim to redefine sunscreen's role in daily skincare and emphasize its necessity for everyone who spends time outdoors.

Understanding Consumer Needs

A recent study conducted by Kenvue in December 2024 revealed that a staggering 99% of healthcare professionals believe that consumers would be more likely to use sunscreen daily if it offered improved application experiences and a more appealing aesthetic. Responding to this, Neutrogena's new formula is designed not only to provide high-level sun protection but to do so with an ultra-lightweight, nearly invisible finish. Such features address some of the most common barriers to daily sunscreen use, notably the thick and greasy feeling often associated with traditional products.

The Campaign: “Sunscreen You Can't See”

The creative campaign, aptly named “Sunscreen You Can't See,” plays on John's trademark catchphrase, “You Can't See Me.” In this context, it cleverly communicates that, although the sunscreen might not be visually noticeable on the skin, its protective powers are very real. Cena joined forces with dermatologist Dr. Neera Nathan to deliver a message about the importance of using SPF as part of a daily routine.

“I had a blast working on this campaign. It’s funny but conveys a crucial point—wearing SPF daily is not an option you should skip,” said Cena.

The partnership reflects a modern approach to health and beauty, reaching out with humor to resonate particularly with younger audiences who may be less inclined to see sunscreen as essential.

Dr. Nathan elaborated on the matter, emphasizing the dermatologist’s perspective:

“As a dermatologist who handles skin cancer removals every day, I know how essential sun protection is for preventing skin-induced cancers and other skin conditions. The Ultra Sheer® formula stands out due to its high-SPF mineral protection alongside an invisible finish, which I hope will motivate people to wear sunscreen every day.”

Advanced Formula for Daily Wear

Built for everyday use, the Neutrogena® Ultra Sheer® collection promises broad-spectrum UVA/UVB protection through its proprietary Helioplex® and Purescreen® technology. This advanced mineral formula absorbs quickly, leaving no heavy residue behind, which means users can effortlessly incorporate sunscreen into their skincare routine without feeling weighed down.

Andrew Stanleick, Kenvue President of Skin Health, Beauty in North America, Europe, Middle East, and Africa, stated, “At Neutrogena®, we're dedicated to dismantling barriers that prevent sun protection. By tapping into humor and cultural relevance, our mission is to make sun safety a conversation that excites people, especially younger generations.”

Commitment to Education and Awareness

For 2025, Neutrogena not only focuses on product innovation but aims to bolster its commitment to educating both consumers and dermatologists. As part of its initiatives, the brand will serve as the official sun care sponsor for prominent music festivals, such as the Coachella Valley Music and Arts Festival and Stagecoach Festival, offering free sunscreen stations and health education.

Additionally, Neutrogena has reaffirmed its eight-year collaboration with the Melanoma Research Foundation, exceeding over $1 million in donations, while also working on public awareness activities during Melanoma Awareness Month.

To further extend its impact, the brand will act as the sun care sponsor for the 2025 World Surf League—a nod to the essential nature of sun protection for those enjoying outdoor and water activities. The brand's innovative efforts do not end there; they’ve collaborated with Young Minds Inspired to create the “Sun Safety for All” program, which brings educational resources to students nationwide to build healthy sun protection habits from an early age.

Conclusion

With the launch of the Neutrogena® Ultra Sheer® Face Liquid Mineral Sunscreen SPF 70 and the engaging support of John Cena, Neutrogena is not just changing the way we think about sunscreens, but also influencing how we prioritize skin health. The integration of education, commitment to sun safety, and innovative product development speaks volumes about Kenvue’s commitment to placing consumer needs at the forefront of dermal care.