ENGLEWOOD CLIFFS, N.J. — Palmer’s Cocoa Butter Formula has tabbed actress Jennifer Love Hewitt for its latest pregnancy advertising campaign.

Actress Jennifer Love Hewitt on the set for the TV commercial shoot for the Palmer’s Cocoa Butter Formula ad campaign, set to air this fall.

E.T. Browne Drug Co. said Thursday that Hewitt — due this summer with her second child — will be the face of the brand’s leading stretch mark products, including the Palmer’s Massage Lotion for Stretch Marks, Massage Cream for Stretch Marks, Tummy Butter for Stretch Marks and Skin Therapy Oil, in print, television and radio advertisements slated to launch this fall.

“When we found out that Jennifer Love Hewitt was a fan of Palmer’s and wanted to work with us on our next campaign, we were overjoyed to have a star of her caliber embracing the Palmer’s brand,” stated Jennifer Leonard, senior product manager at E.T. Browne. “Her genuine love of pregnancy and motherhood makes her the perfect fit to proudly show off her pregnant belly on behalf of Palmer’s.”

Palmer’s stretch mark product line is designed for new and expectant mothers to help reduce the appearance of stretch marks from pregnancy or weight changes. Formulated with natural ingredients such as cocoa butter, vitamin E and pure oils, the products keep skin looking moisturized and smooth, according the company. The formulas, too, are hypoallergenic, paraben- and phthalate-free, and dermatologist-tested.

“After the success I had using Palmer’s through my first pregnancy, I knew I wanted to support the brand by baring my pregnant belly to celebrate the beauty of expectant mothers,” Hewitt said in a statement. “These are products that I believe in and actually use. They help moms to embrace the natural glow of pregnancy, and I find it so empowering to be able to show my pregnancy off in this way.”