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Aquaphor Celebrates Spanish-Speaking Mothers and Intergenerational Love for the Brand in New Telemundo Partnership Featuring Network Star Giselle Blondet

The Spanish-Language, NBCUniversal integration runs across Linear, Digital, Streaming, and Social on Telemundo and Peacock


October 18, 2023

Aquaphor®, a dermatologist and pediatrician recommended brand known for helping to heal a range of dry, compromised skin conditions for nearly 100 years, has launched a partnership with NBCUniversal featuring Giselle Blondet, Telemundo personality, to showcase the multiple uses of Aquaphor® Baby Healing Ointment across generations.

“Aquaphor Baby has been part of our family for many years. What you see is a perfect reflection of my relationship with my children and grandchildren. I love that we can show the relationship I have with my daughter, how proud I am to be a grandmother and be able to share what I learned from my mother and grandmother who were an important part of the caretaking of my children. The truth is that we always have Aquaphor Baby in my house. I even carry it in my purse.” Giselle Blondet, co-host of Telemundo’s popular afternoon show, La Mesa Caliente.

Spotlighting the rich parenting wisdom handed down from grandmother to mother, the dynamic creative features Hispanic icon Giselle Blondet with her own daughter, Gabriella Pabon, as well as Gabriella’s daughter, Olivia. Giselle and Gabriella discuss the many versatile uses for Aquaphor Baby Healing Ointment, from preventing and treating diaper rash to helping to heal dry, irritated skin and minor scrapes.

“Aquaphor Baby offers convenience and value to parents in one essential solution that does so much for babies’ sensitive skin. Growing up in a Peruvian household, I have experienced firsthand the respect and trust that’s given to grandmothers, they are role models, mentors and caregivers in the Hispanic culture. That’s why when Telemundo proposed this idea, I immediately felt a strong connection. We are thrilled to see this insight come through in Giselle’s personal story and show how her love for, and trust in, Aquaphor transcends generations. This is our first integration with the Before & Aquaphor campaign, and I am so proud to share the transformational power of Aquaphor with our Spanish-speaking parents.” Patricia Popowich, Brand Director of Aquaphor at Beiersdorf.

“By leaning into NBCUniversal’s pool of trusted talent that Telemundo viewers feel authentically connected to, we help our brand partners tap into this avenue of powerful storytelling, which translates into audiences’ deeper love for the brand.”Matt Boxer, Senior Vice President, Business Development, NBCUniversal Local.

The partnership between NBCUniversal and Aquaphor Baby showcases the power of leaning into iconic talent, authentic storytelling, and strategic audience targeting to move viewers from connection to action.