Author: Brennan Kilbane, Daniela Morosini

The plan was simple, if audacious: Send the comedian Chelsea Handler up in a hot air balloon over the New Mexican desert and ask her to riff on the merits of her body lotion. The goal? Make Gold Bond exciting again. The 114 year-old body care brand, best known for its foot cream, is not lacking in name recognition — it’s safe to assume there’s some Gold Bond right now sitting in some dark and dusty cupboard in your parents house. What it lacks is relevancy. Today, the brand’s suite of moisturisers, which is owned by the pharmaceutical conglomerate Sanofi,…