Ad rendering preventing in staging

Ad position: web_leaderboard_
search
Glossy Logo
Glossy Logo
Subscribe Login
  • Glossy+ Member Subscribe Now
  • Glossy+ homepage
  • My account
  • FAQ
  • Newsletters
  • Log out
  • Beauty
  • Fashion
  • Glossy+
  • Podcasts
  • Events
  • Awards
  • Pop
  • Shop
search
Glossy Logo
Subscribe Login
  • Glossy+ Member Subscribe Now
  • Glossy+ homepage
  • My account
  • FAQ
  • Newsletters
  • Log out
  • Beauty
  • Fashion
  • Pop
    • Shop
  • Glossy+
  • Events
  • Podcasts
  • Newsletters
  • facebook
  • twitter
  • linkedin
  • instagram
  • email
  • email
Beauty

With new products and focus group, Jergens expands focus to BIPOC consumers

  • Facebook
  • Twitter
  • LinkedIn
  • Reddit
  • Instagram
By Sara Spruch-Feiner
Sep 20, 2022

Jergens, a longtime staple in the sunless tanning and body lotion categories, is expanding its offerings to cater to people with melanated skin. To do so, it formed The Jergens Glow Collective, a group of BIPOC experts charged with weighing in on product development for its new collection. The Collective includes board-certified dermatologist Dr. Angela Lamb, celebrity makeup artist Sheika Daley and beauty expert Danielle Gray.

“Jergens is a brand that’s been around [since 1901]. Things have changed within those 100 years. Over the past two years, we’ve focused on who are we as a brand, our purpose, our vision and our promise to consumers. In the world we live in today, we [always] need to be more inclusive and more approachable. Our purpose is to help people feel good, so they can be themselves,” said Stephanie Kimutis, senior brand manager for Jergens Skincare.

One result of the new focus was reevaluating the meaning of “glow,” as the brand’s sunless tanning line is called “Natural Glow.” For caucasian customers, a “glow” can be achieved with sunless tanning products, a market in which Jergens is a dominant player, thanks to offering a wide variety of dedicated products.

With the Glow Collective, the brand sought to define what “glow” means for BIPOC consumers. “Everyone glows differently. And the glow that we were offering within the Jergens portfolio was definitely a self-tanning glow,” Kimutis said. “Obviously Black women don’t self-tan, so we knew from the product offering perspective, we had to figure out [the demand].” With the Glow Collective, it defined BIPOC women’s desired glow as “hydration without being overly greasy” or “radiating or enhancing [one’s] natural skin tone without altering it.”

The result is two new products: the Jergens Melanin Glow Illuminating Moisturizer and the Jergens Deep Conditioning Shea + Cocoa Butter Blend Moisturizer. The Melanin Glow product will be exclusive to Target — the brand’s No. 2 retailer, based on sales — for a year.

Kimutis noted that the Glow Collective used the products on their skin and provided feedback on the smell, feel and results. Based on feedback at one stage, for example, Jergens dialed down the level of shimmer in the Illuminating Moisturizer, which comes in a gold and a bronze shade. The new products only mark the beginning of Jergens’ comprehensive look at how the brand’s product portfolio can meet the needs of customers across the Fitzpatrick Scale, Kimutis said.

In addition, the Glow Collective assisted with marketing communication around the products, in terms of “what is appropriate to say and not appropriate to say,” said Kimutis.

Ad rendering preventing in staging

Ad position: web_incontent_pos1

To promote both the products and the Collective, Jergens will introduce Glow Collective members on its social media channels. “We’ve done a ton of work with [Target] on how the digital support will come to life, in their world and in our world. In-store, we’ll have a shelf [display] that has a beautiful visual of women of color. And the shelf tray will be inclusive of Melanin Glow, [as well as our] Natural Glow Moisturizers and our Instant Sun moisturizers. We’re trying to bring to life on the shelf this glow-for-all vision,” Kimutis said.

  • Facebook
  • Twitter
  • LinkedIn
  • Reddit
  • Instagram
Ad rendering preventing in staging

Ad position: web_rightrail_pos1
Related reads
  • Startups
    Violet Grey alums open Play Lab Beauty, an Asian beauty boutique concept in LA
  • Member Exclusive
    Beauty & Wellness Briefing: The changing in-flight amenities opportunity
  • Beauty
    Glossy x Launchmetrics Research: Elta MD and Supergoop top list of buzzy SPFs
Ad rendering preventing in staging

Ad position: web_rightrail_pos2
Latest Stories
  • Sponsored
    Sliders test article
  • Fashion
    Inside Levi’s new low-risk, high-reward marketing strategy
Ad rendering preventing in staging

Ad position: web_bfu
logo

Get news and analysis about fashion, beauty and culture delivered to your inbox every morning.

Reach Out
  • Facebook
  • Twitter
  • Linkedin
  • Instagram
  • Threads
  • Email
About Us
  • About Us
  • Masthead
  • Advertise with us
  • Digiday Media
  • Custom
  • FAQ
  • Privacy Policy
  • Terms & Conditions
©2025 Digiday Media. All rights reserved.