ENGLEWOOD CLIFFS, N.J. — Palmer’s Cocoa Butter Formula has tabbed actress Alexandra Breckenridge of the NBC-TV series “This is Us” to star in its popular pregnancy ad campaign.

The E.T. Browne Drug Co. brand said Friday that Breckenridge, due to give birth to her second child in December, will bare her pregnant belly for the ad campaign of Palmer’s new, enhanced stretch mark range. Plans call for the campaign — including television, radio, print and digital — to launch in February.

Alexandra Breckenridge at the shoot for Palmer’s new pregnancy ad campaign.

Palmer’s, the nation’s leading stretch mark brand, has reformulated its line with more natural and efficacious formulas, E.T. Browne noted.

The Palmer’s New Enhanced Stretch Mark Formulas are designed help improve skin elasticity and reduce the appearance of stretch marks during and after pregnancy or weight fluctuation. The hypoallergenic and dermatologist-tested line is formulated with natural ingredients like cocoa butter, vitamin E and pure oils to keep skin moisturized and smooth, and it’s free of mineral oil, parabens, phthalates and artificial dyes.

The updated range includes Massage Lotion for Stretch Marks, Massage Cream for Stretch Marks and Tummy Butter for Stretch Marks, which will be featured in the new ads with Breckenridge.

“The storied ad campaigns for our stretch mark range have become a true celebration of the confidence that comes along with the joy of pregnancy, and we are thrilled that Alexandra Breckenridge is the latest star to share her journey with us,” stated Jennifer Leonard, senior product manager at E.T. Browne. “With the launch of our Palmer’s New Enhanced Stretch Mark Formulas this winter, this campaign will document the natural beauty of pregnancy and give an intimate glimpse of early motherhood with all of our fans.”

Filmed at a private residence in the Los Angeles area this week, the Palmer’s Alexandra Breckenridge ad campaign will focus on the theme that everything changes during pregnancy. Besides “This is Us,” Breckenridge is known for her roles in TV projects such as “True Blood,” “The Walking Dead” and “American Horror Story”.

“As a longtime Palmer’s lover, I have trusted the brand’s products to keep my skin looking healthy and feeling amazing throughout my pregnancy journey,” Breckenridge said in a statement. “I’m so excited to share my pregnancy experience — and my belly — with the world through this partnership. Palmer’s has truly enhanced my natural ‘pregnancy glow’ and allowed me to feel comfortable and confident.”