As Lollapalooza’s inaugural official skincare and suncare sponsor, Neutrogena made a major splash across the festival grounds and throughout Chicago.

With more than 450,000 attendees across the four-day festival, Neutrogena's inaugural Lollapalooza sponsorship helped drive cultural relevance around Hydro Boost Water Gel and Neutrogena® Ultra Sheer Face SPF as the ultimate festival skin hack duo.

From sunscreen dispensers (that were much needed on festival day 1 and 4) and the Hydro Boost Juicy Lab on-site, to a consumer pop-up in partnership with Amazon and high-impact OOH throughout the city, the brand was able to meet attendees and consumers wherever their festival journey took them.

The result was truly a fully integrated presence designed to keep skin protected, hydrated, and refreshed from the first set to the last encore.

Everywhere Neutrogena activated throughout Lollapalooza weekend:

• Festival Integrations & on the Ground Festival Activations:
  • 6 Neutrogena Sunscreen Stations totaling 180 gallons of SPF were conveniently located throughout the festival, giving attendees easy access to Neutrogena’s Beach Defense SPF 70 for convenient, on-the-go reapplication.
  • Additionally, Neutrogena, in partnership with the world's largest live entertainment and ticketing company, debuted their first-ever Hydro Boost Juicy Lab, which took consumers beyond the sunscreen protection. The Hydro Boost Juicy Lab was designed to create a memorable consumer touchpoint where festival goers were able to cool off in an air-conditioned oasis, receive samples of Hydro Boost Water Gel, take photos, and more throughout the weekend.
  • Recharge & Glow Lounge for hosted Guests:
    • Neutrogena hosted media and creators at an on-site Recharge & Glow lounge, offering mini-facials to trial two brand new launches, including the new Hydro Boost Hydrogel Eye Patches and the Neutrogena Hydro Boost Rejuvenating Serum, along with other hero products including Hydro Boost Water Gel, Fragrance-Free Makeup Remover Wipes, and Lip Oil.
• Cultural Moment Integration:
  • Beyond on-site activations, Neutrogena tapped into a major cultural moment by tapping brand ambassador Tate McRae to ensure her skin and makeup were festival-ready for her debut headliner performance.
• Neutrogena x Amazon “Ultimate Festival Skin Hack” Pop-Up at Fulton Market Social:  
  • Neutrogena and Amazon hosted a pop-up event that broke the rules with The Ultimate Festival Skin Hack, where consumers were treated to a variety of festival essentials that helped them vibe out with their favorite bands knowing their skin is protected. The pop-up featured the following:
    • Hydro Boost Station where consumers can demo products and take home samples, including the NEW Hydro Boost Ultra Hydrating Serum and fan favorite Water Gel.
    • Custom Bag Station where consumers can customize a cross-body bag with stick-on patches.
    • Festival-ready swag
    • Life-size album cover photobooth
• Chicago OOH:
  • Neutrogena made a splash across Chicago with high-impact OOH placements featuring brand ambassador Tate McRae along the iconic Chicago River, including targeted water taxi advertising, as well as digital OOH placements throughout the city’s metro system — bringing the brand’s ultimate festival skincare hack message to consumers throughout their Chicago journey.

Pictured top left and center are the exterior and interior of the Neutrogena Hydro Boost Juicy Lab. Pictured top right is Neutrogena's SPF Station at Lollapalooza 2026. Pictured bottom left and center is the Neutrogena Recharge & Glow Lounge. Pictured bottom right is Chicago OOH featuring Neutrogena Global Ambassador Tate McRae. All images courtesy of Neutrogena