KB+P Treats Jergens as Fashion Accessory

NEW YORK Kirshenbaum Bond + Partners borrows a page from fashion tomes this week as it bows its “Skin is in” print and TV campaign for Jergens Skin Firming and Soft Shimmer moisturizers.

Two print efforts, running in the May issues of Vogue, Essence, Real Simple and In Style, among other magazines, resemble fashion ads. One, of a leggy model in a black halter-top, khaki shorts and stiletto heels, reads, “Outfit by Alireza” and “Skin by Jergens.” The ad claims Jergens’ Skin Firming moisturizer “visibly reduces the appearance of cellulite after eight weeks of daily use.” Corresponding TV for the product, dubbed “Then and Now,” contrasts staid Victorian-era gowns with skimpy modern-day sheaths and knee-length wool bathing suits with today’s bikinis.

Fifteen-second spots broke yesterday and are running nationally on network TV. One print and one TV ad for Jergens ultra-healing moisturizer will break in December.

Print for the soft-shimmer moisturizer shows a model in a “Dress by Cat Swanson” and “Skin by Jergens.” TV ads continue the theme, with lithe models prancing down a catwalk in different couture, all with Jergens-treated skin. The soft shimmer brand has “special light reflectors” that help “even out skin tone,” explains the ad.

“Jergens wanted to be associated with premium brands and with fashion,” said Rob Feakins, creative director at KB+P. “Ironically, so much of fashion these days is about revealing skin rather than putting on clothes.” The ads, Feakins said, are meant to make women think about their skin as a fashion accessory.

The new campaign represents the New York shop’s second series of work for the Andrew Jergens Co., which relaunched its Ban deodorant brand in March. Media spending is undisclosed.