Neutrogena Remembers the '90s in a Campaign for Rapid Wrinkle Repair
Georgia Wray Norsten — May 3, 2025 — Marketing
References: adage
'Neutrogena Remembers' taps into ‘90s nostalgia with a clever new campaign aimed at viewers who once swooned over 'Beverly Hills, 90210' -- and are now old enough to benefit from the brand’s 'Rapid Wrinkle Repair Serum.' Created by BBDO New York, the campaign reimagines the beloved teen drama to highlight the aging process in a fun, relatable way.
The flagship spot features a throwback to David and Donna’s engagement scene before cutting to dermatologist Dr. Shauna Higgins, who gently reminds fans that if they remember this moment, it might be time to consider Neutrogena’s anti-aging skincare. The ad meticulously recreates the '90s aesthetic, down to the 4:3 aspect ratio, film grain, and vintage soundtrack, with footage approved by Paramount and promoted by original cast members Tori Spelling and Brian Austin Green.
Social media extensions, led by nostalgia creator Maris Jones, include vignettes set in retro bedrooms and kitchens, reinforcing the campaign’s cheeky-yet-charming appeal.
Image Credit: Neutrogena
The flagship spot features a throwback to David and Donna’s engagement scene before cutting to dermatologist Dr. Shauna Higgins, who gently reminds fans that if they remember this moment, it might be time to consider Neutrogena’s anti-aging skincare. The ad meticulously recreates the '90s aesthetic, down to the 4:3 aspect ratio, film grain, and vintage soundtrack, with footage approved by Paramount and promoted by original cast members Tori Spelling and Brian Austin Green.
Social media extensions, led by nostalgia creator Maris Jones, include vignettes set in retro bedrooms and kitchens, reinforcing the campaign’s cheeky-yet-charming appeal.
Image Credit: Neutrogena
Trend Themes
1. Nostalgia Marketing in Skincare - Brands like Neutrogena are capitalizing on nostalgia by reviving iconic '90s themes to engage aging consumers emotionally and culturally.
2. Retro-inspired Advertising - By recreating the aesthetic and feel of past decades, companies are offering a familiar visual journey that resonates deeply with targeted demographics.
3. Influencer-led Campaign Extensions - Partnering with nostalgia influencers allows brands to effectively expand their reach through personalized and era-specific digital content.
Industry Implications
1. Skincare - In the anti-aging sector, nostalgic campaigns create unique brand positioning and appeal through the emotional connection with older consumers.
2. Advertising and Marketing - Advertising agencies leverage retro callbacks to connect different consumer generations by blending veteran appeal with innovative storytelling.
3. Entertainment and Media - Media companies can utilize vintage content and classic pop-culture references to create partnerships that enhance and diversify both branding strategies and audience engagement.
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