One of the oldest and most recognizable brands on the body-care market is celebrating its 125th anniversary. For a generation of millennials, Jergens Natural Glow Daily Moisturizer ($11) was the brand’s first foray into gradual at-home self-tanning and it remains one of the many go-to Jergens products for consumers to this day.
To celebrate, Jergens is commemorating its legacy with the launch of a limited-edition, fragrance-forward body lotion—Confetti Cake Shea Fusion Lotion ($8). The celebratory lotion combines notes of buttery cake, vanilla buttercream and sprinkles along with the brand’s signature moisture-locking emollients and brightening agents like shea butter and vitamin E.
The brand’s choice of fragrance for the celebratory lotion was obvious. “As we celebrate 125 years of the brand, we wanted to bring the spirit of [joy and nostalgia] in a way that felt both familiar and fresh. The idea of a birthday celebration felt like a natural expression of who we are: optimistic, comforting and rooted in feel-good moments. From there, we leaned into one of the most universally joyful elements of any celebration—cake. It’s a playful sensory expression of the brand that captures both our heritage and our ability to reimagine nostalgia for today,” says Stephanie Kimutis, Associate of Consumer Care at KAO USA.
Jergens’ origins
Founded in 1882 in Cincinnati, Ohio, Jergens began as a soap company focused on high-quality products like coconut oil soap designed for everyday use. “The brand’s pivotal moment came in 1901 with the launch of its iconic Cherry-Almond Lotion, which quickly became the best-selling hand lotion in the U.S. and established Jergens as a leader in moisturization, rather than just cleansing,” says Kimutis.
Jergens continued to expand across creams, lotions and personal care, becoming a household name. Following the brand’s acquisition by Kao in 1988, the brand modernized through innovation, most notably with the success of Natural Glow in the 2000s, while “maintaining its core equity of accessible, feel-good skin care trusted across generations,” says Kimutis.
Jergens’ fragrance legacy
The brand’s first fragrance—the iconic Cherry-Almond scent—is still central to the brand today, says Kimutis. “The pairing of almond (for softness) with cherry (for a more distinctive, appealing note) created a signature fragrance that stood apart from the more medicinal scents of the time and helped define the product’s appeal.” The scent is so seminal to the brand that it remains one of Jergens’ most enduring brand assets. While the brand has expanded over the years into different fragrance notes, Cherry-Almond remains its most recognizable and best-selling scent. “It continues to inspire modern extensions like limited-edition perfumes and Cherry-Almond lotion bursts, demonstrating its continued cultural relevance and emotional resonance,” says Kimutis.
Connecting to today’s consumer
Kimutis says that the brand remains focused on meeting today’s consumers where they are by bringing Jergens to life through real-world, immersive experiences. “From interactive events where people can try our latest innovations, to playful moments that spark connection and joy, we’re creating opportunities for consumers to engage with the brand in a more meaningful, hands-on way.” Kimutis points to the brand’s leveraging of social media to engage loyal users in sharing their love for the brand in a “way that feels both credibly and culturally relevant.”
