‘Gym. Tone. Laundry’: Thayers taps DJ Pauly D for its first-ever celebrity campaign

L’Oréal-owned Thayers launched in 1847, but until last week, it had never tapped a celebrity ambassador. That changed when the brand introduced DJ Pauly D (5 million Instagram followers) of “Jersey Shore” fame as the star of its new “Gym. Tone. Laundry.” campaign running across Instagram and TikTok. The DJ’s “Gym. Tan. Laundry.” catchphrase is well-known.

The campaign is tied to the brand’s expansion of its acne offerings. Its Blemish Clearing Toner has long been a bestseller for the brand, and it recently introduced an acne serum and a spot treatment. As noted by Stacey Goldstein, the brand’s vp of marketing, acne care is the fastest-growing segment of the skin-care market.

Thayers has a 50-50 male-female customer demographic. It currently targets Gen-Z consumers in its marketing, but it also has a large millennial user base, Goldstein said.

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