John Cena is the star of Neutrogena’s new sun care campaign inspired by his career in World Wrestling Entertainment (WWE).
The wrestler-turned-actor fronts a campaign for the Kenvue-owned brand’s new Ultra Sheer Face Liquid Mineral Sunscreen SPF 70.
The ‘sunscreen you can’t see’ promotion draws on Cena’s famous wrestling gesture – where he waves a hand in front of his face and uses the catchphrase “you can’t see me”.
Cena found fame in WWE in the early 2000s and has since starred in major Hollywood movies such as The Suicide Squad and the Fast & Furious franchise.
Neutrogena’s new product offers a high SPF along with a “lightweight and invisible finish.”
Research by Kenvue found 99% of healthcare providers in the US believe that better application and aesthetic experience would help patients use sunscreen more often.
Andrew Stanleick, Kenvue President of Skin Health and Beauty in North America, Europe, Middle East, and Africa, said the company was “committed to breaking down barriers to sun protection.”
He added: “By leveraging humour and cultural relevance, we are making sun safety and daily sunscreen use a conversation people want to engage with, especially younger audiences.”.
In the 30-second video, Cena appears with dermatologist and skin cancer surgeon Dr Neera Nathan where she jokes about him not being seen while talking about the benefits of the sunscreen.
“I had a blast working on this campaign,” said Cena.
“It is funny, but it also gets across a really important point – wearing SPF every day isn't something you should skip.”
In an interview with US magazine People, Cena revealed that he has previously sought treatment from a dermatologist to have a cancerous spot removed from his chest and later his shoulder.
Speaking to the publication, he said the brand had not tapped him up for that reason, but because of the recognition he gets for the famous wrestling gesture.
“They [Neutrogena] were like, ‘Hey, would you mind leaning into the “You Can't See Me” joke?’ And I'm like, ‘Would I?!’ I'm already doing it anyway and the world kind of understands it,” Cena told People.
“I am very fortunate to hopefully be a mouthpiece to get people to use sunscreen.”
Neutrogena will also sponsor the 2025 World Surf League to highlight the use of sun protection when at the beach and in the water.
Meanwhile, the Sun Safety for All programme in partnership with Young Minds Inspired will aim to educate students about healthy sun protection habits.
Cena is not the only famous face tapped by Neutrogen to front fresh campaigns in recent weeks.
Singer Tate McRae was appointed global ambassador, fronting a campaign for its Hydro Boost range.
The A-list partnership is part of the brand’s broader repositioning and is said to reveal “a juicy, fresh take” on Neutrogena's best-selling franchise.
It will also highlight the brand’s 90-year history of developing advanced clinical science.
Derry Girls and Bridgerton star Nicola Coughlan was also named a celebrity ambassador to promote its products in the UK & Ireland, including Hydro Boost and Retinol ranges.
They join Hawkeye actress Hailee Steinfield, US track star Sydney McLaughlin-Levrone, actor Jenna Ortega, and R&B sister duo Chloe and Halle Bailey in Neutrogena’s ambassador family.