NEW YORK — As a generational brand, an audience very close to the brand’s heart is mothers. This Mother’s Day, Jergens Skin Care is launching the “A Mom is a Mom” campaign, celebrating all moms, from those for whom Mother’s Day is beloved old hat; to new mommas as they enter the fold.

A key objective of this campaign is to shine a light on nontraditional and under-recognized moms, as Jergens knows you don’t have to go through labor to be a mom.  It’s a labor of love.

Today Jergens is rolling out the campaign with a hero video on the brand’s YouTube, capturing the personal motherhood journeys of a diverse group of real moms, and their families, including an adoptive mom, a foster mom, two moms and a transgender mom.  Select moms will also feature personal testimonials about what it means to be a mom, and cut-downs of the hero video within their personal social media channels in the week leading up to Mother’s Day.

In an effort to ensure inclusivity, Jergens sought the counsel of key advocacy groups, including GLAAD, Project Race and Voice for Adoption, and worked alongside each to thoroughly vet the script and video direction.

The “A Mom is a Mom” campaign features the following moms and their families:

• Ebony and Denise Nuniz (@Teams2Moms)
• Stella Leo (@stylishlystella)
• Natasha D’Anna (@twindollicious)
• Jeannine Morris Lombardi (@jeannine_morris)
• Crystal Ortiz (_rileyandmommy)
• Precious Brady-Davis (@preciousbradydavis)

Just like their Jergens Original Scent Moisturizer and new  Extra Moisturizing Hand Wash, brings together the power of the new and the tried-and-true, Jergens will inspire delightful, reassuring comfort this year by connecting Mother’s Day newbies and pros.