Neutrogena leaned into Tate McRae’s viral Aug. 2 TikTok with a playful Instagram reply on Aug. 13, turning a criticism cycle into brand theater. The singer’s “post show routine” had already drawn 20 million views, making the exchange hard for the brand to ignore.
Aug. 2 and 20 million views
McRae’s TikTok showed three Neutrogena products during a get unready video en route to Lollapalooza, including Hydro Boost water gel and eye patches. Viewers focused on the gap between the display and the action, with one writing, “Girl be careful,” and adding, “It almost touched your skin.” Another comment said, “The inside white cap is still on my friend.”
That reaction put a basic ambassador post under a microscope. McRae has worked with Neutrogena for over a year, so the video was not a random celebrity mention; it was branded content, and the criticism centered on whether the products were actually being used or only moved through frame.
Neutrogena on Aug. 13
Neutrogena answered with an Instagram video featuring a semi-animated makeup remover wipe pack that opened, “Wow. I’ve been off the grid,” and, “Little digital detox after a big festival weekend you know the one. You know the one. Wink wink.” The post also said, “I check my phone to see 9 million notifications from you guys,” followed by, “Thank you to everyone who liked, commented, shared, reposted. I see you and I hear you girl.”
The brand pushed the joke further with, “I’m really, like really good at cleansing your face, but I am even better at causing a scene.” Its caption added, “I’d like to thank everyone for the sudden attention,” and, “Please respect my privacy as I adjust to the fame.”
McRae’s follow-up video
One day after the Aug. 2 TikTok, McRae posted another video mimicking a popular TikTok trend and wrote, “Signing off on the ultimate skin hack with @neutrogena.” That follow-up kept the conversation inside the brand’s orbit instead of letting the backlash stand alone.
Whether McRae actually used the products in the original TikTok is still the open point the audience is left with, but Neutrogena’s response shows the smarter read for a brand in this position: do not fight the joke, absorb it and make the brand part of the punchline.
