Neutrogena:
Drag The Hate Out
Wipe away everything—except your pride.
Neutrogena had always acknowledged Pride: quietly, safely, from the sidelines.
But this time, we changed that.
I led a proactive campaign, outside the marketing plan, that transformed a seasonal gesture into a real statement of visibility.
And convinced a traditionally conservative client to do more than join the moment: to stand for something.
We printed the makeup looks of real Drag Queens on our cleansing wipes, inviting people to meet the faces behind the art, and hear the stories behind the pride.
Not to erase them, but to celebrate what can’t be wiped away.
Identity. Struggle. Resilience. Pride.
This was more than a campaign.
It was a shift, from showing support to actually amplifying queer voices.
Because Pride isn’t a date on the calendar.
It’s a face. A voice. A fight.
Behind every face
To celebrate Pride, we didn’t want another safe, surface-level message.
We wanted something real. Something that spoke to the heart of our community.
That’s how this manifesto was born: A tribute to the queens who light up our nights, and our lives. The ones who fight every day to be seen, to create, to live with pride.
Through their voices and their stories, we invited Neutrogena to take a bold step forward:
From rainbow-washing to real allyship.
From seasonal visibility to authentic representation.
This manifesto isn’t just a celebration. It’s a reminder:
Behind every face, there’s courage. Art. Resistance.
And that can’t be wiped away.
Iviza Lioza
"They didn’t understand this part, that my son, my only son,
wanted to dress as a woman."
Minina Campbell Blunt
“Before coming out, I felt invisible, because of the severe machismo
that ruled my home.”
JVNGLA
“We’re still living in a country where being a drag queen and walking down the street is an act of defiance.”
Dirne Kween
“The only thing my mom said was:
That’s fine, Francisco… as long as you don’t dress like a woman.”
