'Neutrogena Remembers' the ’90s in Pro-Aging Ad Series with Maris Jones

If you remember Donna and David’s wedding, your skin remembers too.

That’s the gently funny wake-up call in Neutrogena’s newest campaign, which reintroduces the "Rapid Wrinkle Repair Cream" and launches its Serum counterpart.

This time, with a little help from hit TV series "Beverly Hills 90210," your favorite '90s artifacts, and a surprise dermatological intervention.

Created with BBDO New York, "Neutrogena Remembers" plays up ’90s references to reach an aging-but-unbothered generation who grew up on teen dramas.

Now, they're ready for skincare that works.

The brand maintains its ongoing strategy of using real dermatologists, this time featuring Dr. Shauna Higgins delivering the campaign’s signature line:

“If you remember rooting for Donna and David, it may be time to use Neutrogena.”

Nostalgia marketing does a lot of heavy lifting in the brand's latest campaign, delivering its pro-aging message and anti-aging products with the kind of subtlety and wit that resonates.

It serves as a testament to the power of throwing it back, and for ad agencies, it’s a proven tool to trigger memory, relatability, and response.

Throwback Interruptions

The 45-second hero film launches with an iconic TV moment: Donna proposing to David in “Beverly Hills 90210" by the beach. 

Just as the camera spins around their kiss, Dr. Higgins breaks the illusion with a dose of reality — and retinol.

"If you remember rooting for Donna and David, it may be time to start using Neutrogena Retinol Regenerating Cream.

With accelerated retinol complex, it can reverse seven years of visible aging," Higgins says.

 

 

 

 

 

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After delivering her monologue and breaking the fourth wall, the doctor realizes that she may be interfering with an intimate moment. 

"Sorry, this is weird. Take care of that young skin!" she says as she walks away from the frame, closing the spot. 

On social media, the campaign expands with creator Maris Jones, known for her immersive nostalgic builds across TikTok and Instagram.

@marisjones If you remember prank calls, it may be time. Reverse 7 years of visible aging with Neutrogena Retinol Regenerating Cream. #90snostalgia @Neutrogena #NeutrogenaRemembers#neutrogenapartner♬ original sound - Maris Jones

Jones — who also worked on Chappell Roan’s Grammy and SNL sets — recreated ’90s bedrooms, kitchens, and dens with near-obsessive detail.

Her work shines in various 30-second spots that see Higgins revisiting experiences that are distinctly '90s, such as fighting over the landline and skimming through teen magazines.

And if you remember these doings vividly, it may be time to try out the cream. 

Overall, the latest efforts aren't about fearing wrinkles — it’s about being old enough to know better and young enough to still care about your skin.

Recently, Energy BBDO and Starbucks launched a nostalgic campaign that served as a nod to a fan-favorite ad from 2004. 

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