Johnson & Johnson
75% of Johnson&Johnson baby oil sales are by African-American women between 18 and 34. The reason: baby oil is an effective moisturizer that gives African-American skin a beautiful, radiant shine. To capitalize on this huge market share, Johnson’s decided to position its iconic baby oil as a beauty product. To that end, we showcased eye-catching images of legs sporting a dazzling sheen while still managing to maintain the conservative Johnson’s image.
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