NEW YORK — Jergens is giving moisturizers a face-lift, while expanding the body assortment to include a new Shea Butter Collection.
“This is the next evolution for Jergens. We are continuously evolving with the times and saw it was time for a makeover,” said Robin Carter, Jergens’ brand manager. “We want to make sure we are relevant to our consumer and provide them with the best experience. As we modernize a brand, we also want to expand our reach as well as delight our current customers.”
According to Information Resources Inc., Jergens’ hand and body lotions generated $101.9 million in sales in food, drug and mass stores for the 52-week period ended April 16. Almost 50 percent of that number — $45.6 million — was from the breakaway hit Jergens Natural Glow brand. Sales figures exclude Wal-Mart.
Rolling out to limited stores in July, the products will be in full distribution in food, drug and mass doors by the end of September.
The new two-item Shea Butter Collection uses African shea butter, cocoa and mango as its main ingredients to heal, protect and improve skin tone. A moisturizer aims to provide deep nourishment, as well as radiance to the skin, and will be available in two sizes, $4.29 for 8 oz. and $7.49 for 16.8 oz. A cream, $7.49 for 7.5 oz., contains a high concentration of shea butter, said to keep skin hydrated and give it a luminous sheen.
“These products have a rich luxurious moisturizing texture and feel to it,” said Carter. “It conditions the skin, leaving a radiant and soft look to it.” Jergens executives would not comment on future sales of the new items; however, industry sources expect they could generate $20 million in first-year sales.
Jergens is also upgrading many existing lotions. Six moisturizers will be repackaged, with three sporting new formulas and scents: Original Scent Dry Skin Moisturizer, Soothing Aloe Relief Skin Comforting Moisturizer and Skin Smoothing Cellular Renewal Moisturizer. Like the shea collection, these moisturizers will range in price, depending on size, from $4.29 to $7.49.
According to Carter, Original Scent’s moisture has been increased by 50 percent, while keeping the cherry-almond fragrance. The soothing aloe moisturizer’s efficacy has also been tweaked. Jergens added eucalyptus, a calming ingredient, to change the moisturizer’s fragrance. By adding jojoba beads to Skin Smoothing Cellular Renewal, formulas now release jojoba oil and exfoliate the skin, giving it a new fruity floral scent, Carter said.
All of the bottles’ packaging has been redesigned to be more feminine, modern and ergonomic. Iridescent finishes on bottles reflect the elegant and modern appeal, while large and bold graphics on labeling makes it easier to read. “We looked at premium packaging for ideas and translated [them] to our products,” Carter said.
To support the products, Jergens plans to launch a print campaign in late summer in beauty, fashion and lifestyle books.