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John Cena's signature "You Can't See Me" gesture has become an iconic part of his WWE career. Now, it's also the centerpiece of Neutrogena's latest campaign for its Ultra Sheer Face Liquid SPF 70—a sunscreen designed to be invisible while providing strong protection against harmful UV rays.
Neutrogena partnered with Cena for the "Sunscreen You Can't See" campaign, recognizing the humorous connection between his well-known catchphrase and the product's invisible formula. Alongside dermatologist Dr. Neera Nathan, Cena is using the campaign to emphasize the importance of daily sunscreen use, regardless of the season.
Reflecting on his own experience, Cena shared that before this partnership, he didn't prioritize sun protection. "I was stubborn. I didn't want to have a routine, and I also thought the problem would never reach me," he admitted. Growing up in Massachusetts, he spent a lot of time outdoors without sunscreen. When he later moved to Florida, his sun exposure increased, but he neglected skin protection.
That neglect led to serious consequences. Cena revealed that he has had two cancerous spots removed—one from his right pectoral muscle and another near his right shoulder. "I was very lucky to have a great dermatologist who kind of, for lack of a better term, held me by the hand and let me know that I wasn't alone," he said. The experience changed his perspective, making sunscreen an essential part of his daily routine.
Neutrogena initially approached Cena because of his association with invisibility, but the partnership took on deeper meaning when they learned about his personal battle with skin cancer. "It wasn't until about halfway through filming the campaign that I was brave enough to share my story," he said. He now hopes to encourage others to take sun protection seriously, stating, "Please apply sunscreen, because it could really save you some problems down the road."
Cena appreciates that Neutrogena offers a variety of options to fit different preferences, ensuring that there is "literally a no-excuse policy" when it comes to sun protection. His go-to choice is the Ultra Sheer line, which provides high SPF without the heavy white cast.
Through this campaign, Cena aims to inspire a shift in attitudes toward sunscreen, particularly among men who often overlook skincare. "We all love to get out there in the sunshine," he said. "Just take that one extra step—put on sunscreen, and you'll be able to enjoy many more sunny days."
