How Neutrogena Made Invisible SPF Unmissable with John Cena

At SAVOIRE, we love dissecting smart campaigns that combine pop culture, purposeful messaging, and brand strategy. One standout from this year is Neutrogena’s “Sunscreen You Can’t See” campaign, which turns an invisible product feature into a powerful visual hook—with a little help from WWE legend John Cena.

The campaign draws inspiration from Cena’s viral “You Can’t See Me” catchphrase, flipping it to highlight that Neutrogena Ultra Sheer is a mineral sunscreen that disappears on the skin—but not in performance. This clever wordplay creates instant recognition while subtly educating consumers about a key product benefit: no white cast.

It’s a masterclass in meeting consumers where they are: in this case, the intersection of skincare and internet culture.

Rather than relying solely on celebrity influence, Neutrogena brought in Dr. Neera Nathan, a board-certified dermatologist and skin cancer surgeon. This dual approach lends credibility and relatability, balancing entertainment with education.

• John Cena draws eyes and delivers the core message with humor.
  
  
• Dr. Nathan builds trust, especially among health-conscious and skeptical skincare buyers.
  
  

This dynamic pairing ensures the campaign reaches multiple demographics—from Gen Z meme lovers to health-focused Millennials and Gen X consumers.

Ironically, by emphasizing what you can’t see (the sunscreen on your skin), Neutrogena made its product more visible than ever. The campaign plays with contrast: invisible on skin, but impossible to ignore.

• Use culture to amplify function: Tying the product’s unique selling point to a viral phrase gave Neutrogena a cultural edge.
  
  
• Blend authority with personality: Celebrity + expert is a winning combo when done authentically.
  
  
• Simplify the message: “You Can’t See It, But It Works.” That’s both memorable and easy to communicate across platforms.

Neutrogena didn’t just sell sunscreen—they sold a story. They leveraged humor, trust, and relevance to create an emotional and intellectual connection. For marketing agencies and brands alike, this campaign is a reminder that:

Great campaigns don’t just inform. They resonate, entertain, and stick.

As a marketing agency, we’re always on the lookout for campaigns that push creative boundaries while staying aligned with brand purpose. Neutrogena’s “Sunscreen You Can’t See” reminds us that when you mix smart messaging with cultural relevance, even invisible products can make a bold impact.