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| BABY FACE, YOU'VE GOT THAT CUTEST LTTLE BABY FACE. Johnson's baby Soap print ad,1981. |
Johnson & Johnson, has an early reputation as a “baby
company”, and as such, its line of products all had common characteristics:
Mildness, Safety and Effectiveness. This has always been true since J&J
first introduced Johnson’s Baby Powder in 1894. Johnson’s Baby Oil, on the
other hand was introduced in the 1930s.
Johnson’s BABY SOAP first appeared in a 1921 "Baby Gift Box" that contained small
packages of Baby Powder, Baby Cream and Baby Soap and "was designed as a
small gift that people could take when visiting a family with a new baby"
When Johnson & Johnson’s started its Philippine
operations in 1956, it would take more than 20 years before Johnson’s BABY SOAP was launched.
Naturally, the first ad were directed towards the care of babies. Eventually,
the usage was expanded to ther members of the family.
In 1981, the “Baby Face” campaign was launched for
Johnson’s Baby Soap, which positions it as an ideal sap for “baby face people”—those
with fresh-looking skin, but sensitive as a baby’s.
The Johnson’s BABY
SOAP TVC utilized a 1926 song entitled, “Baby Face” that was first used in
a 1933 movie, “Baby Face” , and which has been re-recorded many times. These 3
ads on this spread constituted the “Baby Face” print series.
Johnson’s BABY
SOAP is still available today in the
Philippine market.
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