Jergens Celebrated 125th Anniversary with Brand Tour
The skin care brand marked its milestone with a nationwide promotional tour that concluded in Santa Monica.
Updated on Sept. 26, 2026 in Contests
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Jergens concluded its 125th-anniversary promotional tour, which spanned multiple U.S. cities and major festivals to engage younger consumers. The brand used the final event in Santa Monica to unveil its new company logo.
Why it matters
By visiting popular festivals like Lollapalooza and CMA Fest, the brand aimed to attract a younger demographic to its long-standing product franchise. The multi-city tour served as a strategy to modernize the brand identity while celebrating its longevity.
Jergens distributed between 2,000 and 3,000 samples at each stop and featured three flavors of branded cotton candy. The tour supported the company's 125th anniversary milestone.
The players
Jergens
Jergens is a long-standing skin care company that manufactures moisturizers and related beauty products.
The details
The tour stopped in Orlando, Atlanta, Nashville, Wildwood, Chicago, and Santa Monica, with events timed to coincide with high-profile gatherings like The Cheerleading Worlds and Barefoot Country Music Fest. To manage large crowds at activity stations, staff used a system of scratch-off tickets to funnel attendees toward the Sample Shoppe where they collected various products.
Timeline
2026 marked the 125th anniversary celebration for the Jergens brand.
Culture Shift
The Jergens tour follows the broader industry trend of using high-traffic festivals to create experiential touchpoints for brand repositioning. This move reflects a shift from legacy advertising to direct consumer engagement meant to build long-term loyalty with younger demographics.
Consumers at tour stops were able to receive free product samples and branded snacks by participating in the experiential activity stations. Attendees were able to engage directly with the new brand identity during the final reveal phase of the tour.
The takeaway
Legacy brands often utilize significant anniversaries as a catalyst to refresh their visual identity and reconnect with younger market segments. Implementing experiential marketing tours allows companies to distribute products directly to consumers while capturing immediate feedback in high-traffic settings.
Further reading
Learn more about national brand engagement strategies on our Contests page.
Source note: This article includes information reported by Event Marketer.
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