Neutrogena Embraces Celebrity Power and Innovation Under New Leadership
PetitePaulina – Neutrogena, ranked as the third-largest mass market skin care brand by Circana, is stepping into a new era. With Andrew Stanleick now at the helm of Kenvue’s beauty portfolio, the brand is reimagining its strategy to blend expertise with star power. This marks a fresh chapter for Neutrogena, combining clinical credibility with the allure of celebrity-driven marketing.
Celebrity Partnerships: From Garner to McRae
Stanleick is leaning on a playbook he knows well: celebrity partnerships. Shortly after taking charge, he named Tate McRae as a brand ambassador. The move paid off quickly, generating $790,000 in MIV within the first week. McRae joins long-time Neutrogena face Jennifer Garner, extending the brand’s reach to younger audiences while retaining its trusted legacy.
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DermTok Meets Neutrogena
Beyond Hollywood stars, Neutrogena is also investing in dermatology-led influence. The brand partnered with Dr. Muneeb Shah, a pioneer on #DermTok, TikTok’s thriving skincare community. His role goes beyond endorsements—he contributes to both content creation and product development. This dual approach strengthens Neutrogena’s credibility among consumers who demand expert-backed beauty advice.
Innovation in Skin Care: The Collagen Bank Line
Marketing isn’t the only area seeing transformation. Neutrogena has expanded its Collagen Bank range by introducing a new vitamin C serum. This follows the successful launch of a sunscreen in one of its strongest product categories. The Collagen Bank line underscores Neutrogena’s commitment to anti-aging and skin health, combining scientific innovation with consumer demand.
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Popularity and Market Strength
According to Spate, Neutrogena currently holds the top spot in beauty brands by Popularity Score, highlighting its cultural and commercial momentum. With its balance of mass market accessibility, expert validation, and now high-profile celebrity endorsements, the brand is positioning itself not just as a household name, but as a cultural force in skin care.
