Neutrogena has appointed singer Tate McRae its global ambassador under the brand’s “bold new positioning”.
The 21-year-old Canadian artist and dancer will front a new campaign for the Kenvue-owned brand’s hero range Hydro Boost, which is celebrating its ten-year anniversary.
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.
One bottle of Neutrogena Hydro Boost Water Gel is sold, on average, every two seconds worldwide.
Neutrogena's new ‘Beauty to a Science’ campaign reveals McRae’s “must-have secret to juicy skin” as she prepares to hit the road for a world tour and release her third album, So Close to What.
Hydro Boost Moisturizer and Hydro Boost Water Gel are highlighted by the ‘Greedy’ singer in the footage.
"I am thrilled to partner with Neutrogena – a brand I have trusted since I was young,” said McRae.
“What I love about this campaign is how real it feels.
Behind the scenes of Tate McRae's Neutrogena campaign
“We have all been there – those moments where your brain just won’t stop spiraling, and the last thing you need is the overthinking messing up your skin.
“That is why I am obsessed with Hydro Boost.
“It keeps my skin hydrated and is the perfect reminder that skin care does not have to be complicated to work.”
McRae stars in the campaign alongside Neutrogena’s Global Innovation Partner Dr Muneeb Shah to highlight how stress can affect skin.
“By featuring Tate and her infectious energy, alongside Dr Shah, whose expertise helped to make him the most followed dermatologist on social media, we are bridging the gap between beauty and science,” said Andrew Stanleick, Kenvue’s President of Skin Health & Beauty in North America, Europe, Middle East and Africa.
“Creating a powerful message for the next generation.
“With Neutrogena Hydro Boost, we are redefining hydration and showing how skin care can empower you to feel your best every day.”
McRae will feature in future marketing initiatives for Neutrogena across television, social media, digital and point of sale.
She joins 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.
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