After Neutrogenas creation of the #NeuBFF hashtag, we were tasked to takeover streetcars, transit shelters, and student campuses to target Gen Z surrounding friendship and skincare. In a world filled with superficial connections, finding a true best friend who genuinely cares is rare and precious. A real best friend is supportive and always there for you, just like Neutrogena. They give you the honest truth because they love you—no matter how hard that truth is to hear.