American wrestler and actor John Cena is the face of Neutrogena Ultra Sheer Mineral Face SPF 70 and stars in the skincare brand’s Sunscreen You Can’t See campaign.
Neutrogena Campaign Stars Professional Wrestler John Cena
Inspired by the WWE Star John Cena legendary ‘You Can’t See Me’ gesture and catchphrase, the campaign reinforces that while we may not see the sunscreen on our skin, the high-SPF mineral formula protects us from the harsh rays.
In the commercial, Cena arrives on set to film the campaign but finds himself invisible to the cast and crew.“[It] gives you advanced SPF protection, but doesn’t look like traditional mineral sunscreen. You can’t see it,” he says. The pro wrestler is a perfect fit as he advocates sunscreen usage—before Neutrogena cast him. Cena had two cancer spots removed; he loves being out in the sun and never thought it would affect him. So, when Neutrogena approached him to promote their new sunscreen, he agreed to reinforce how critical it is to use sun protection.
“I had a blast working on this campaign. It’s funny, but it also gets across a really important point—wearing SPF every day isn’t something you should skip,” said John Cena. “Neutrogena Ultra Sheer Sunscreen is lightweight, not greasy, and honestly, it’s so sheer you barely notice it’s there.”
The Kenvue-owned Neutrogena Ultra Sheer Sunscreen is designed for daily wear, offering broad-spectrum UVA-UVB protection powered by Helioplex and Purescreen Technology. The fast-absorbing mineral formula ensures a lightweight invisible finish without a greasy feel.
Dermatologist and skin cancer surgeon Dr. Neera Nathan joins the campaign. “As a dermatologist who removes skin cancers daily, I know sun protection is crucial for preventing sun-induced cancers and photoaging,” she says. “Ultra Sheer Mineral Face Liquid Sunscreen stands out for its lightweight, high-SPF mineral protection and invisible finish, which I hope will encourage more people to wear sunscreen daily.”
Neutrogena Campaign Stars Professional Wrestler John Cena
“At Neutrogena, we’re committed to breaking down barriers to sun protection,” said Andrew Stanleick, Kenvue President of Skin Health and Beauty in North America, Europe, Middle East, and Africa. “By leveraging humour and cultural relevance, we’re making sun safety and daily sunscreen use a conversation people want to engage with, especially younger audiences.”
In 2025, Neutrogena is strengthening its commitment to awareness for sun safe practices. As the official sun care sponsor of the Coachella Valley Music and Arts Festival and Stagecoach Festival, the beauty brand will offer complimentary sunscreen stations and education. Additionally, Neutrogena is deepening its eight-year relationship with the Melanoma Research Foundation, surpassing $1 million in total donations over their relationship and partnering to host activations during Melanoma Awareness Month.
The beauty brand will also serve as an official sun care sponsor of the 2025 World Surf League, emphasising the importance of sun protection for beach and water activities. To reach younger audiences, Neutrogena has partnered with Young Minds Inspired to develop the Sun Safety for All program, providing education to students across the country and fostering sun protection habits at an early age.
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About Neutrogena
Neutrogena, a brand of Kenvue Brands LLC, a subsidiary of Kenvue Inc, dates back to 1930 when Emanuel Stolaroff started a modest specialty cosmetic company named Natone. Initially, it was a supplier to beauty salons and by the Forties began manufacturing and distributing cosmetics for the retail market. Stolaroff met Belgian chemist Edmond Fromont in 1954 and admired a mild, clear soap developed by him. It rinsed quickly and easily from the skin, with no residue. Stolaroff acquired the rights to distribute his patented formula in the US.
During this time Lloyd Cotsen entered the Stolaroff family after marrying his daughter Joanne. In 1962 the company was named Neutrogena Corporation and Cotsen became President in 1967. Listed on the NASDAQ in 1973 with a market value of reported $1.2 million, Cotsen made key decisions that influenced the future of the company—to promote the benefits of Neutrogena soap to the medical profession. Emphasis was on marketing the soap through dermatologists and creating a line of safe, mild quality skincare. In 1973 the company went public and by 1980, entered the scalp care and haircare market with the launch of “Neutrogena Healthy Scalp”.
In 1982, Cotsen was named the CEO. The respect and credibility earned by Neutrogena Corporation led to its acquisition by Johnson and Johnson in 1994. The dermatologist-recommended skincare brand preserved the “Neutrogena way” while drawing on the International network of Johnson and Johnson Family of Consumer Companies. In no time it entered new markets including India, South Africa and China and continues to be a formidable player in the beauty business.
Neutrogena is committed to skin education with the launch of Neutrogena Heroes of Skin Health Equity initiative. “More than 68 million BIPOC Americans face disparities in skin health education, access to expertise and product for all skin types and tones, which we at Neutrogena find simply unacceptable” Roberto Khoury, GM of Neutrogena, said in a statement. The first of what will be an annual event aims to honour the work of those “skin heroes” who use their platform and resources to bridge the gap in skin health and align with each of the brand’s four core pillars: advocacy, education, expertise, and transparency.
Neutrogena is committed to sustainability. “We strive to avoid unnecessary and harsh ingredients and we prioritise ingredients that are not only safe for your skin, but also safe for the planet, throughout the lifecycle of our products. We are committed to ingredient transparency so you can make informed decisions for your skin health” is the brand message. “Starting in 2022, Neutrogena has launched new packaging made with thirty per cent post consumer recycled plastic as part of our New Skin Balancing collection. We are also launching our first hundred per cent plant-based fiber, home-compostable cleansing wipe.”
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
