When a skincare giant like Neutrogena decides to launch a new product, you’d expect them to stick to glossy ads, celebrity endorsements, and maybe a couple of influencer tutorials. But this time, they leaned into something unexpected, and it’s working.
To launch its Vitamin C serum, Neutrogena teamed up with media personality Serena Kerrigan and created a campaign that didn’t just talk about glowing skin. Instead, it built an entire mood around the feeling that comes with it. The hook? Short, sultry stories tied to the ever-growing BookTok trend, where romance novels and steamy fiction dominate social feeds.
Rather than simply telling people that the serum could give them a “glow,” the campaign wove that idea into experiences readers could feel, heartbeats racing, cheeks warming, a spark of confidence in the air. And here’s the smart part: they published the stories on Wattpad, where millions already go for romantic escapism.
Why leaning into culture beats just following trends
The campaign could have been just another attempt to jump on TikTok’s algorithm, but Neutrogena understood that the BookTok trend isn’t just a hashtag. It’s a community. Over 4.7 billion views have been racked up under related tags, and its followers aren’t passive scrollers; they’re passionate readers who discuss, recommend, and devour stories that make them feel something.
By working with someone like Kerrigan, whose personal brand is built on confidence and playful storytelling, Neutrogena made sure the content didn’t feel forced. The stories, inspired by her own real-life experiences, naturally blended romance and humor, two elements that make content feel relatable rather than corporate.
This move mirrors a shift in marketing: audiences are tired of being sold to. They want to be entertained, understood, and maybe even let in on a secret. For Neutrogena, that secret was that glowing skin isn’t just about skincare, it’s about confidence, attraction, and the stories we tell ourselves.
The payoff for thinking differently
It’s not just a feel-good creative exercise; the numbers back it up. Kenvue, Neutrogena’s parent company, reported a dip in overall revenue for Q1 2025, but Neutrogena itself was a bright spot. Household penetration among Gen Z jumped 30 basis points, thanks in part to their fresh brand positioning and campaigns that create conversation.
This isn’t Neutrogena’s first cultural play. Earlier in the year, they tapped into ’90s nostalgia with a Beverly Hills, 90210-inspired campaign. But the BookTok move is different; it’s less about looking back and more about meeting an audience where they’re already spending their time now.
The BookTok trend allowed Neutrogena to connect with an audience that might not typically engage with traditional skincare ads. Instead of another “before and after” or product-on-a-pedestal moment, they delivered a story people wanted to be part of. That’s sticky marketing, the kind people remember and talk about.
What entrepreneurs and other brands can take from this
You don’t need a multimillion-dollar budget to apply the same principles. Here’s what smaller brands can learn from Neutrogena’s playbook:
- Tap into active communities, not just hashtags
Trends are fleeting, but communities are built on shared passions. Whether it’s the BookTok trend, a local foodie group, or a gaming subreddit, find spaces where your potential audience is already engaged and create something that feels native to that culture.
- Create experiences, not just campaigns
Neutrogena didn’t just talk about Vitamin C serum benefits. They built a fictional world where the product’s promise, glowing skin, became part of the plot. Your “product story” can be told through videos, events, collaborations, or content that makes people feel involved.
- Pair your product with a feeling
Skincare isn’t inherently romantic, but glowing skin is linked to confidence and attraction. What’s the deeper emotional link for your product? That’s where you’ll find your strongest marketing hook.
- Leverage platforms your audience already loves
Wattpad might not seem like the obvious choice for a skincare launch, but for an audience obsessed with storytelling, it was perfect. Entrepreneurs can look at niche podcasts, newsletters, or community apps that align with their audience’s habits.
Why this matters for the future of marketing
The resurgence of playful, suggestive marketing is a double-edged sword. Some brands, like Hawaiian Tropic and Doritos, have managed to ride the wave without backlash, while others have stumbled into controversy. Neutrogena kept it tasteful, leaning into humor and connection rather than shock value.
For Gen Z especially, the lines between content and advertising are almost invisible; they’ll engage if it feels worth their time, but they’ll scroll past anything that feels too “ad-like.” By delivering entertainment first and product messaging second, Neutrogena increased the chances of people staying with their content to the end.
The BookTok trend isn’t going anywhere soon, but even when it eventually fades, the principle remains: build campaigns that speak to what your audience already cares about. That’s more sustainable than chasing every new viral moment.
The takeaway: Marketing that lingers longer than a scroll
Neutrogena’s Vitamin C serum campaign proves that the most effective marketing strategy doesn’t just shout features, it whispers a story you want to follow. By blending a trending cultural space with a product benefit and making it feel personal, they’ve created something that’s not just seen but remembered.
For entrepreneurs and brands of all sizes, the lesson is simple: find your audience’s “BookTok,” craft a story that naturally includes your product, and deliver it in a way that feels like an inside secret rather than a sales pitch. Because in an endless scroll of content, the stories that truly resonate with people are the ones that evoke a genuine emotional response.
FAQs
1. How can a story help sell something?
It makes people feel connected instead of just being sold to.
2. Why aim for communities, not just trends?
Communities stick around longer and care more.
3. How do you make marketing stick?
Link your product to a feeling people already love.