Kenvue-owned skincare brand, NEUTROGENA® UK & Ireland, has announced a new partnership with leading actor, skincare enthusiast and style icon, Nicola Coughlan.
The new partnership encompasses a full asset suite of content in a two-phased launch, which leads with a 70-second hero film, directed by Abbie Stephens, through Ogilvy PR UK & Hogarth UK. The film has been running across print, online and social media channels and sees Nicola embody the essence of Main Character Energy, facilitated by her NEUTROGENA® drama-free skincare routine, which help to keep chaos and drama outside of the bathroom.
For keen brand fans, the film kicks off with a digital easter egg, alluding to the iconic NEUTROGENA® ‘splash’, which takes on an entertaining and witty twist. Nicola later reveals that her favourite skincare secret is NEUTROGENA® Hydro Boost Water Gel – supercharged with Hyaluronic Acid, amino acids and electrolytes, the lightweight formula hydrates skin for up to 72 hours for supple, dewy skin. As everyone’s favourite leading lady says, “that’s a lot of hydration!”.
The second phase of the partnership will see further content going live throughout March. Nicola meets with UK dermatologist and TikTok favourite Dr Adel, in a second piece of video content that demystifies skincare social media trends, from dermarolling to skin zoning; as well as DOOH shorts appearing in locations close to BOOTS beauty retail stores across London, Manchester and Dublin.
Nicola Coughlan says of the partnership: “I am so excited to announce my partnership with Neutrogena UK & Ireland. It is such an iconic brand, and it’s iconic for a reason. I’m a skincare fanatic so it’s deeply important to me that my skin and skincare routine is always at its best. Neutrogena is my beauty secret, and I’m excited to share that secret with others, to achieve beautiful, healthy, glowing skin.”
Anthony Dunn, marketing director, says of the partnership: “We are thrilled to be announcing our new partnership with Nicola Coughlan, coinciding with the 10th anniversary of the Hydro Boost platform. Our products have been clinically proven and obsessively formulated with dermatologists – Nicola’s favourite, the Hydro Boost Water Gel, offers 6X more hydration – which, as she states herself, is ‘a lot of hydration!’ In your skincare chapter, Neutrogena is here to keep the drama out, and who better to help us highlight that having a good skincare routine can empower you to unlock your Main Character Energy, than Nicola Coughlan.”
Lucy Turner, Creative at Ogilvy PR UK, comments: “Bringing together not one, but two icons has been a dream to make happen. ‘Main Character Energy’ has been a big cultural trend – and bringing that to life with such incredible talent has driven real earned-first impact. 2025 is the year of Main Character Energy and we want to see every skincare fan step into theirs.”
The DOOH shorts & stills from the partnership will be rolling out as retailer content across locations close to Boots beauty stores throughout March.
