|NEW CAMAY, for cheek-to-cheek softness! 1964|
In 1964, CAMAY was relaunched to address the needs of a particular market segment—young, married women. A new, reformulated CAMAY was offered to them, promising only the softest, loveliest complexion—with an exclusive cold cream to soften skin.
To dimensionalize the softness promise, a child was included with the mother models—drawing parallels between their complexion. The first ads show skin-to-skin contact via a kiss---describing a supple and lovely complexion as “soft as a child’s kiss”.
|New CAMAY, soft as a child's kiss. 1964|
Succeeding ads show a mother and child snuggling together cheek-to-cheek, visualizing the “cheek-to-cheek softness” of the Mother’s skin washed with CAMAY.
The intimate portraits were a sharp departure from the CAMAY regular ads that showed young, beautiful ladies, and made their full-page appearances in weekly magazines.
|For the softest. loveliest complexion--new CAMAY, 1964|
The new CAMAY campaign effectively demonstrated the functional benefits of the beauty soap, making it more relevant to a more mature market who are concerned with staying beautiful even with aging skin. The new CAMAY campaign lasted for over a year, until another total relaunch was mounted in 1967, which signalled the much awaited return of the young , modern CAMAY Girl.