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| TENDER CARE Baby Care Products, 1978 Print Ad |
TENDER CARE is a line of baby care products that was developed in the late 60s by Colgate-Palmolive, with TENDER CARE Baby Powder as its pioneer brand. Right from the 60s, Johnson & Johnson had been the major player in the personal baby care market, with a complete line of products known for their mildness. TENDER CARE was thus looked at as one of the biggest threats from their perennial competitor, Colgate-Palmolive.
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| TENDER CARE BABY OIL & COLOGNE, 1978 Print Ad |
By 1978, TENDER CARE had assembled a complete like of hypoallergenic products that included TENDER CARE Soap, TENDER CARE Baby Oil & Baby Cologne, and TENDER CARE Baby Shampoo—duplicating the baby care line of J&J.
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| FOR TENDEREST CARE, Print ad, 1978 |
Looking like a me-too brand, TENDER CARE gained a measure of following particularly because of its soap. The brand was supported with tri-media advertising but not on the same level as J&J spending.There were several TV and print ads produced featuring young maternal beauties like Gina Squillantini (Miss Magnolia runner-up) and Cita Avecilla (Miss Young Philippines).
The brand only had a few relaunches and new product innovation offerings from the late 1990s to these recent years like their Ultra Mild soap that was later discontinued.
Of late, TENDER CARE introduced b Sakura scent for their shampoo and soaps in 2019, while TENDER CARE Soap in Lavender And Oats scent became available in 2022.
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| FOR TENDEREST CARE, Print Ad, 1978 |
However,
in terms of product diversity and varieties, Johnson & Johnson continues
to have a wider array of products to fulfill the needs of a child, at every
stage and age of a his development. TENDER CARE is happy, it seems,
where it is properly placed in the personal baby care market.