In the moisturizer category, there are two leading brands with which AmLactin must compete. Both of those brands are led by celebrity spokeswomen: Jennifer Aniston for Aveeno and Jennifer Garner for Neutrogena. AmLactin’s budget does not allow for a Jennifer, which means, instead of a big name, we need a powerful idea. AmLactin’s key ingredient is lactic acid, which exfoliates and, in turn, stimulates the skin’s natural rejuvenation process. So, “your skin comes alive” with AmLactin is the central message. A woman made of stone sheds her outer concrete layer to reveal a real woman inside. An entirely fresh way to illustrate the unique action of AmLactin.