One year after acquiring Thayers Natural Remedies, parent company L’Oréal has launched the brand’s first T.V. commercial.

The 15-second T.V. spot made its national debut on Monday, August 16, with an initial three-week airing schedule. Additional air times will be scheduled across on all major networks such as ABC and NBC, as well as cable channels throughout the fall and the second half of the year. The core target audience is existing Thayers users, as well new consumers.

Thayers plays in the skin care category and is best known for its longstanding apothecary heritage—the brand is 174 years old and is positioned as an effective yet natural farm-to-bottle product line. Its customer base is deeply loyal: Thayers’ toner has more than 45,000 five-star reviews on Amazon.

Erica Culpepper, General Manager at Thayers Natural Remedies, said of the spot, “This approach is completely different from anything we’ve done before, it is very artistic and is an illustration. In addition to the content that we distribute, influencers will also help us to amplify the message. We’re hoping to have a lot of organic buzz because it is so new, different and unexpected.”

The brand worked with McCann to create the commercial with the goal of debuting Thayers’ personality – a balance of heritage, modernity and Cambridge wit. The resulting content was inspired by Thayers’ heirlooms dating back to the 1800s, which were brought to life through an illustrated animation technique that has yet to be seen in the category.