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CINCINNATI — Kao USA Inc. has announced a campaign promoting an addition to the Jergens Skincare brand that features actress Leslie Mann in ads that aim to get women thinking beyond their face and hair to “their oft-neglected beauty assets: the skin on their bodies.”
The campaign, which has the theme “You’re More Than Just a Pretty Face,” features Mann in television, digital, social and print advertisements promoting Jergens Wet Skin Moisturizer, which the company characterizes as possibly the brand’s most exciting breakthrough to date.
“The Jergens brand is rooted in creating innovative, visible skin enhancements that no other brand is able to offer,” says Karen Frank, vice president of U.S. mass and global skin care marketing at Kao USA. “We believe that your whole body is beautiful, and that the skin on your body is just as important as the skin on your face.
“With the ‘You’re More Than Just a Pretty Face’ campaign, we hope to inspire women to love everything about themselves, playing off the well-known colloquialism, while also reminding them to make the most of their biggest natural beauty asset, their skin, without taking ourselves too seriously.”
The campaign launches with the brand’s newest initiative, Jergens Wet Skin Moisturizer, which sets out to change how women moisturize with “a breakthrough formula that works on wet skin to absorb more moisture faster,” the company says.
Jergens Wet Skin Moisturizer is available in three fragrances: Nourishing Monoi Oil, a light gardenia, floral-scented oil; Refreshing Coconut Oil, to awaken skin with a beachy, tropical fruit essence; and Calming Green Tea Oil, with mature tea leaves in a soothing formula.
