With the goal of strengthening its core audience, Jergens aimed to own Mother's Day.

To effectively communicate with mothers, we first needed to challenge traditional stereotypes and redefine the public's perception of what it means to be a mom. Our campaign, "A Mom is a Mom," accomplished this by showcasing that anyone who acts as a caregiver and nurturer, regardless of traditional roles or relationships, can be considered a mother.

1.46+ billion
media impressions

Through our first year interviews with mom’s, we discovered that the iconic scent of Jergens was a strong emotional trigger. The Original Scent of Jergens evokes memories of motherhood, comfort, and their own mothers. In the second year, we capitalized on this sentiment and created the first-ever Jergens perfume, bringing the beloved scent out of the lotion aisle and into the world of fragrance.

The results were overwhelming, orginally launched as an LTO the perfume demand was great enough to bring the perfume into production indefinetly for Jergens.