The Lotion Down
Video • Influencer • Social
Jergens marked Black History Month by honoring a skincare ritual in the Black home: the “lotion down.”
For those of us who experienced the daily slather of head-to-toe moisturization, it’s a moment of both care and bonding, passed down through generations—just like the use of Jergens.
We recruited TikTok influencers Blake Newby, Gabby Whiten, and Brittney Winbush to talk about their own lotion down traditions, and surprised them by inviting their moms to share in telling the family stories.
The resulting campaign was one of my most personal and emotionally fulfilling.
Role: Creative Director (concept and overall creative direction)
Hero Video
