by Megan Moyer, corporate marketing manager, as appeared in Inside Beauty for Drug Store News
Gold Bond has been on the market for 100 years. That kind of longevity is hard to
come by, and their tried-and-true formula is a keystone of their ongoing success. They recently expanded their product offering, introducing scented hand creams which launched in the fall of 2025 and expanded distribution nationwide in January of this year.
“Fragrance is one of the fastest growing trends in hand and body lotion and it’s a major driver of growth in the category. Consumers are looking to include hydration and a sensorial experience to their lotion. We realized there was an opportunity for Gold Bond to create a scented line that still delivers on our trusted base formula,” shared Erin Rider, team lead, drug channel for Gold Bond.
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Danielle Prencipe, director of marketing at Gold Bond, continued, “Gold Bond is known for science-backed formulas that deliver on their promises. We saw an opportunity in the market to bring consumers the best of both worlds—an elevated, scented sensorial experience alongside the proven skin benefits they are looking for.”
The hand creams come in four different scents. Prencipe said, “The unique thing about scents is that everyone likes different ones which makes a range of various scents necessary. We evaluated the scent landscape and built a range of products so consumers could find the one that appeals most to them.”
Rider shared that each of the hand creams are clinically shown to provide 24-hour hydration and Prencipe added that each is uniquely different with the benefits, ingredients, and texture profiles.
- Vanilla Dream Softening Hand Cream — made with shea butter to boost moisture, and cocoa butter to help smooth and soften hands.
- Floral Bloom Hydrating Hand Cream — infused with jojoba and niacinamide, the lightweight cream is designed to help restore skin’s moisture barrier.
- Citrus Pop Glowing Hand Cream — a silky-smooth cream features vitamin C to help visibly brighten and even tone, and green tea to help protect skin from environmental stressors.
- Cedar Rain Refreshing Hand Cream — made with aloe to invigorate and vitamin E to help soothe skin.
Prencipe commented, “There are different sensorial profiles, including lightweight, fast absorbing, or more of that rich, plush, deep hydration. You can find something that truly feels personal to you and what you’re looking for.”
Because Gold Bond has wide-ranging solutions with products to meet a variety of skin needs, they “connect with consumers where they are,” Prencipe said. While Gold Bond has traditionally attracted older consumers, with the launch of the scented hand creams, younger shoppers are being driven to the brand.
The company has been engaging beyond just media and traditional channels. “We’ve leaned into cultural activations and real-life skin torture tests. We know our products work. How do we put our products through these amazing, visual torture tests to really showcase their power?”
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“We partnered last year with Chelsea Handler to feature
our daily moisturizer in Tahoe, in the middle of a blizzard, for the Swimsuit Ski Run; and then in the fall, we launched our plumping collagen and activated at the Albuquerque Balloon Fiesta, where the dry desert climate really puts your skin to the test. The event was “Plump up and away” showcasing the power of our plumping collagen to boost skin hydration in a very dry location. It was a fun way for Gold Bond to connect with consumers in new and different ways.”
“We know dollars are tighter than ever and we want to make sure that for shoppers who are spending their hard-earned dollars on us, our products deliver on the promises we make. So, we bring premium ingredients and products that work to consumers with an accessible price point, readily available wherever they are shopping.”
Rider added, “From daily moisturizers to our Age Renew line, and even targeted solutions for conditions like eczema and psoriasis, Gold Bond has a solution for a variety of skin states to meet the evolving consumer needs.”
The new hand creams are introducing more people to the Gold Bond family, Prencipe said. “They’re so fun and accessible.” Rider stated that with the scented hand creams, “not only are we seeing new customers for Gold Bond, but we’re also seeing new consumers coming into the hand and body lotion category,” — something retailers will be excited to hear.