Champion Your Skin

Evolve consumer perception to build positive affinity for the brand, establish Gold Bond lotions as high-performance skincare for real life and ultimately, driving consideration and purchase of Gold Bond products.

Gold Bond lotions are made for real life, to nourish skin on the move — skin that’s carried us through all the twists and turns and challenges and triumphs that come with championing our authentic selves.

The Gold Bond #ChampionYourSkin campaign is a movement that celebrates those who put their skin to the test to break down barriers for themselves and others — a purpose-driven mission uniquely ownable to the Gold Bond brand. During Black History Month and leading into awards season in 2021, Gold Bond celebrated and gave back to those who fight on and off screen for greater representation, but rarely get the recognition they deserve: Black stuntwomen.

Gold Bond partnered with Mary J. Blige, a Grammy Award-winning, Oscar-nominated singer/songwriter, actress and producer with a long history of breaking barriers as a Black woman in the entertainment industry. Mary amplified the voices of Angelica Lisk-Hann and La Faye Baker, two of only three Black female stunt coordinators in the industry, and Gold Bond made a donation to La Faye’s non-profit, Diamond in the Raw, to fund a custom stunt program to help more young women of color get into the industry.

The campaign excelled across paid, earned, and owned channels, garnering 31.4 MILLION paid impressions and more than 3 BILLION earned media impressions.

Gold Bond sales increased an impressive 10%* year to date, and saw a 6PT lift in Unaided Brand Awareness