Lianna Albrizio, Assistant Editor 09.26.22
Whether caused by the initial rush of falling in love, that fresh-out-of-the-salon feeling after a flattering haircut or the joys of being pregnant, “the glow” is real. Perhaps even amplified when pointed out by the observer issuing the compliment.
But glow can mean different things to different people, just as much as it can manifest differently in people depending on their skin tone. In contemplating its “Feel Good Feeling of Jergens” and “Joy of Belonging for All” slogans the past three years, the over century-old brand went beyond skin deep to understand those differences.
During a special brunch held at Kokomo Restaurant in Williamsburg, Brooklyn, Stephanie Kimutis, senior brand manager, US, Jergens at Kao Corporation, and Wael Boutros, senior R&D manager across all Jergens skincare brand, unveiled the brand’s two new formulas that help consumers with melanated skin achieve that glow and keep their skin hydrated: Jergens Melanin Glow and Oil-Infused Deep Conditioning Shea + Cocoa Butter Blend.
Jergens Natural Glow has been a staple in the brand’s line, with “natural glow” defined as a sunless tanning business. Brand managers, however, found that this product didn’t work for consumers with melanated, or highly pigmented, skin.
For the past 18 years,
The desire to fill that gap marked the start of a deep dive into understanding the complexities of melanated skin, what “glow” means for those consumers, and how best to achieve it.
According to Kimutis, a wealth of consumer research involving in-home visits with melanated consumers led to the discovery that hydration, shimmer and even tone and texture were pillars for establishing a glow in these consumers.
Next, the brand recruited experts for the Jergens Glow Collective, specifically, Dr. Angela Lamb, director of the Westside Mount Sinai Dermatology Faculty Practice and chief technology officer of the dermatology department; celebrity makeup artist Sheika Daley; and beauty expert and influencer Danielle Gray. The team, who were all present at the brunch, garnered valuable input on product formulation and communication with the expert opinion of Boutros.
An Emotional Journey with The Glow Collective
Their efforts resulted in the two products that help people with melanated skin achieve that coveted glow and abolish the unwanted white, scaly patches on knees and elbows that stem from dry, neglected skin. (Melanin Glow is available in two options—bronze and gold.)
Boutros said consumers with melanated skin understand the beauty of shea butter and the deep hydration the antioxidant-rich active provides in keeping their skin moisturized.
To further its commitment to quality procurement and sustainability, Jergens is partners with the Global Shea Alliance, a nonprofit that helps the brand source the hero ingredient and the women in Africa who cultivate it.
Boutros described the NPD process an emotional journey during which the brand uncovered the secrets of skin tonality and uneven texture in melanated skin through extensive work with focus groups who helped demonstrate product efficacy.
The whipped butter blend of niacinamide, vitamins B3 and E and other emollients in the Oil-Infused Deep Conditioning Shea + Cocoa Butter Blend helps smooth away rough, dry, white patches on melanated skin to provide instant hydration and even tone with continued use over a month, according to Boutros.
hyperpigmentation as an after-effect of acne, eczema and psoriasis treatment. Melanin Glow and the Oil-Infused Deep Conditioning Shea + Cocoa Butter Blend, she says, helps address those issues while providing a glow without masking their skin tone.
Dr. Lamb said many of her patients come in frequently for
“We used shea as a platform for that formulation,” said Boutros, which enabled the brand to “enhance the look of skin without providing that disco ball effect by throwing a bunch of micas in the formula to make that skin look nice.”
During its research, Jergens found that many Black consumers had a beauty regimen that consisted of more time spent layering on several products like moisturizers and oils to extend the amount of shine in their skin. In addition to shea and cocoa butters, Melanin Glow also combines coconut oil with emollients to provide that same shine without the need for multiple products.
Daley said she liked that the Melanin Glow could create that red-carpet glow with a single product and took pleasure in the idea of carrying a lighter makeup kit for use on her high-profile clients.
“[With the] illuminators, one shade is gold to give that glamorous look and the other one is bronze. It has a less noticeable illumination after added to skin. In my opinion, these are key elements that we consider to enhance skin without interrupting the tonality of it,” she said.
Gray said she was excited to share the products with her 88,600 followers, a number of whom frequently ask her how to create that je ne sais quoi glow.
Dr. Lamb spoke to the “integrity of Jergens” in that it is making products for melanated skin a “priority for their brand.”
The Oil-Infused Deep Conditioning Shea + Cocoa Butter Blend is currently available in all retailers. With an online exclusive partnership with Jergens, Melanin Glow is available on Target.com and in Target stores the week of October 8.