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Jergens Skincare teamed up with real moms for a new digital campaign with a spotlight on inclusivity
In celebration of Mother’s Day, Jergens Skincare is launching “A Mom is a Mom” campaign, honouring all moms, from those for whom Mother’s Day is beloved old hat; to new mommas as they enter the fold, to under-recognised, nontraditional mom groups.
“This Mother’s Day, Jergens Skincare wanted to celebrate the labor of love that is motherhood with a special shout out to ALL the moms, no matter how they came to motherhood,” shared Stephanie Kimutis, Senior Brand Manager for Jergens Skincare.
“We believe that a mom is a mom. It’s not about genetics. It’s about love and we wanted to show that. We are so grateful to the families who shared their loving motherhood journeys with us.”
Jergens Skincare is spotlighting each family from the video in a dedicated vignette on @JergensUS social channels that provides an inside look at what being a mom means to them.
The video features an array of moms, including an adoptive mom, transgender mom and LGBTQ+ moms. As part of the concepting phase, Jergens Skincare enlisted the counsel of key advocacy groups, including GLAAD, Project RACE and Voice for Adoption to ensure all stories were respectfully shared.
The campaign is led by a hero video highlighting a diverse group of real moms and their families, and those heartfelt, intimate moments that moms know so well. The campaign will be supported by organic and paid social media content as well as robust media outreach.
This campaign was inspired by Jergens Original Scent Moisturizer and new Extra Moisturizing Hand Wash, both with Cherry Almond Essence – the nostalgic scent which has been providing comfort for generations.
The Jergens Skincare “A Mom is a Mom” campaign will be showcased this week on The Talk and Entertainment Tonight, and the latter will feature actress and Jergens spokeswomen, Leslie Mann and Maude Apatow who will speak about the campaign and share special anecdotes about their relationship as mother and daughter.
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