2010 Program Recap Baby Oil. JOHNSONS® BABY OIL OBJECTIVES & STRATEGIES Increase market share and share of voice by communicating the relevancy of oil

2010 Program Recap

Baby Oil

JOHNSON’S® BABY OIL OBJECTIVES & STRATEGIES

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Communications ApproachThe JOHNSON’S® Baby Marketing and PR Team developed a comprehensive, three-tiered program that includes:

Tier 1:

•Partnership with ESSENCE magazine to create a program that resonates JOHNSON’S® Baby Oil with consumers and media

• “Girl Talk” included two in-market events in Washington, DC and New York City, featuring a leading panel discussion on beauty secrets with tips for using JOHNSON’S® Baby Oil products

•Collaboration with B-LINK, a women of color blogger network, to invite influential bloggers to live tweet at the events and post about the JOHNSON’S® Baby Oil products

•Tie-in with Women in Entertainment Empowerment Network on a charitable component to further drive press and create affinity with African American consumers

•Aggressive media outreach by both PR Teams

Tier 2:

•Strategic relationship with leading celebrity makeup artist Tia Dantzler

• Tia’s high profile clients and work helps lend authenticity to our key message surrounding the skin needs of African American women while also increasing her bookability with press

•The relationship includes:

• Participation in Essence events

• Serving as a JOHNSON’S® Baby Oil spokesperson for media

• Inclusion of JOHNSON’S® Baby Oil usage tips in her upcoming beauty DVD

Tier 3 (now in progress):

• Execution of JOHNSON’S® Baby Oil “Cause Parties” with beauty bloggers that will extend the “Girl Talk” program

• Generate additional posts and buzz on Baby Oil beauty tips

•Cause Parties will encourage support and awareness for local charities

•Results to come…

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JOHNSON’S® Baby Oil / ESSENCE Partnership Program

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OBJECTIVE

To drive product awareness and engagement and position

JOHNSON’S® Baby Oil as the leading beauty and personal care

product among adult African American women.

SOLUTION

JOHNSON’S® Baby Oil partnered with ESSENCE in a 360°

program to start the conversation about best kept beauty secrets

and reveal JOHNSON’S® Baby Oil as perfect product to

moisturize dry skin.

PROGRAM ELEMENTS

National Contest Announcement

In-book Series

Multi-market Event Series

Digital & Promotional Extensions

What’s Your Beauty Secret?

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PRINT: NATIONAL CONTEST ANNOUNCEMENT

To kick off the What’s Your Beauty Secret? program, ESSENCE

and JOHNSON’S® Baby Oil announced a national contest in the

March issue. Readers entered for a chance to win:

• An exciting trip to NY City to be featured in a JOHSNON’S® Baby

Oil advertorial in the August and September ESSENCE issues

• Fabulous JOHNSON’S® Baby Oil gift basket

1/3 contest announcement

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PRINT: ADVERTORIAL SERIES

To reinforce JOHNSON’S® Baby Oil as a product that’s perfect to

moisturize and soften adult skin to our audience of 8 million,

ESSENCE featured JOHNSON’S® Beauty Consultant and

celebrity makeup artist Tia Dantzler in an advertorial unit in the

April issue.

UPCOMING ADVERTORIALS

This August and September ESSENCE will feature the What’s

Your Beauty Secret? contest winners in a custom advertorial unit.

Each winner will share her beauty secret and how she uses

JOHNSON’S® Baby Oil as part of her beauty regimen.

April full page advertorial

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MULTI-MARKET EVENT SERIES

In March 2010, ESSENCE partnered with JOHNSON’S® Baby Oil to

present a multi-market panel discussion of best beauty practices and

products for African American women. Aligning JOHNSON’S® Baby Oil

with some of the industry’s leading experts and celebrities, 375 readers

indulged in a day of insider tips and advice from ESSENCE Beauty Editor

at large, Mikki Taylor and guest panelists as well as complimentary spa

services, makeup tips and brunch.

EVENT DETAILS• Saturday, March 20, 2010 at The St. Regis, Washington, DC

- 500 RSVP’s; 200 attended

• Saturday, March 27, 2010 at the W, Union Sq., New York

- 375 RSVP’s; 175 attended

WASHINGTON, DC PANELISTS• Cheryl Burgess, MD FAAD Board Certified Dermatologist, Assistant Clinical Professor of Dermatology, Georgetown University

• Tia Dantzler, JOHNSON’S® Beauty Consultant

• Joelle Lyons, Master Aesthetician/Skin Specialist

• Derrick Rutledge, Makeup Artist

NEW YORK CITY PANELISTS• Tia Dantzler, JOHNSON’S® Beauty Consultant

• Sam Fine, Celebrity Makeup Artist & Author

• Rosemarie Ingleton M.D., P.C., Dermatologist

• Lisa Wu Hartwell, Actor, Designer, Writer, Cast member, The Real Housewives of Atlanta

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DIGITAL & PROMOTIONAL EXTENSIONS

The contest and multi-markets events were promoted via the following:

• Two (2) dedicated ESSENCE Access email blasts

• JOHNSON’S® Baby Oil e-blast

• Custom direct mail pieces in each event market (600 total)

• Facebook posting

• Press release

• Media Outreach (in coordination with the JOHNSON’S® PR Team)

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Contest landing page

Banner ad

DC event evite

DIGITAL & PROMOTIONAL EXTENSIONS

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READER RESPONSE

What’s Your Beauty Secret? events were a huge success as both venues were filled to capacity. Here’s what a few attendees

had to say via email.

- “I just want to say a BIG THANK YOU for inviting me to this event, I was there and I had a blast!! I was pleased to get my manicure done, listen to the panelists especially Sam Fine and Tia with the different beauty tips, of course Dr. Ingleton and Lisa (I didn't know she was that small in size), she looks great. To Ms. Mikki Taylor, thanks a lot.”

- “Once again, thanks Essence, You ROCK!!! Wishing my favorite magazine many more success. I just renewed my subscription for another 2 years!!!”

- “This was a wonderful event. I had a great time with my girls and learned a lot. When is the next one?”

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ESSENCE IMPRESSIONS & RESULTS

PRINT IMPRESSIONS• March Advertorial – 7.5 million

• April Advertorial – 7.5 million

CONTEST RESULTS• 440 Entries• 221 Opt-ins

DIGITAL IMPRESSIONS• Access e-blast – 72,792• Newsletter – 427,358• Co-branded banners – 137,796 (over delivery)

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JOHNSON’S® Baby

Public Relations Program

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TIA DANTZLER PARTNERSHIP & OUTREACH:• JOHNSON’S® Baby Oil partnered with celebrity makeup artist, Tia Dantzler, who has

an extensive list of celebrity clients, including President Barack Obama, Ashanti, Chandra Wilson and Jennifer Hudson.

• The PR Team leveraged Tia’s celebrity status to secure coverage on a local Chicago TV station, WCIU, StyleLine Magazine, online feature on WEEN’s website and “The Pink Suite” on WEEN Radio Network.

• At the “What’s Your Beauty Secret?” events, Tia served on a panel of beauty experts, delivering messaging on Baby Oil and offering beauty consultations with attendees.

• As part of the PR spokesperson partnership, Tia was featured in a full-page JOHNSON’S® Baby Oil advertorial within the April issue of Essence magazine.

• Throughout the partnership, Tia has talked about the many uses of the JOHNSON’S® Baby Oil products via Twitter.

• Tia will provide beauty consultations and makeovers for the “Girl Talk Cause Party” winner’s “Makeover Party.”


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BEAUTY BLOGGER PROGRAM WITH B-LINK:• The PR Team partnered with B-LINK, a prominent blogger network for women of color, to secure attendees for the

“What’s Your Beauty Secret?” events. Each blogger was encouraged to tweet during the event, post about the event and/or the alternative beauty uses of JOHNSON’S® Baby Oil products, and sign up to host a “Girl Talk Cause Party.”

• 21 bloggers attended and covered the events, including top beauty bloggers: O So Chic, This That Beauty and The Art of Accessories


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CHARITABLE TIE-IN WITH WOMEN’S ENTERTAINMENT EMPOWERMENT NETWORK (WEEN):


• The PR Team worked with ESSENCE to source a relevant charity benefiting women of color—The Women in Entertainment Empowerment Network (WEEN) — for added PR buzz.

• JOHNSON’S® Baby Oil presented WEEN with a $10,000 donation and will encourage further support of the organization through upcoming “Girl Talk Cause Parties” with bloggers.

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JOHNSON’S® BABY OIL PR IMPRESSIONS & RESULTS:• Total PR Media Impression To-Date: 688,058


“At the @essencemagazine

Johnson’s baby oil What’s Your Beauty Secret? Miki

Taylor is fabulous in person #jbaby” -theaofa

“great multitasker products: johnson’s baby oil: makeup

remover, hydrator & vaseline #jbaby” –

Beblogalicious

“#jbaby Johnson’s is donating $10K to Women in

Entertainment Empowerment! Three cheers for the positive

media portrayal of women of color!” -templeofglam

“@tiadantzler it was great seeing you and

getting tips from you on the panel at the essence

and J&J event #jbaby #dcween” –yummy411

@samfinebeauty likes to prep body for red carpet

w/baby oil and foundation. Then blot away to make it

look like skin #jbaby @essencemagazine” -

ThisThatBeautyGood tip: RT

@lianneforbes: Beauty Tip: Johnson &

Johnson baby oil gel mixed with brozer to get a

pretty glo #jbaby – fashionstbeauty

“#Essence #jbaby @samfinebeauty

@tiadantzel @lisawuhartwell are a

fun beauty panel!! LOL” -stylemom

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JOHNSON’S® BABY OIL PR IMPRESSIONS & RESULTS:


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Picked up by:

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JOHNSON’S® BABY OIL ADDITIONAL PR COVERAGE• AOL BLACK VOICES

• WEEN Radio Network and WEENOnline.org

• BeautyBlitz.com

• StyleLine Magazine (pending for May)


“Don’t forget babe, the Johnson’s Baby Oil is on the counter. Put 3 drops in his bathwater to keep his skin moisturized”

“Don’t forget babe, the Johnson’s Baby Oil is on the counter. Put 3 drops in his bathwater to keep his skin moisturized”

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Washington, DC New York City, NY

JOHNSON’S® BABY OIL BEAUTY SECRET BOARDS FROM EVENTS:

• Event attendees were invited to share their beauty secrets with one another by writing them on a card and adding to

the JOHNSON’S® Baby Oil Beauty Secret board.

• Attendees were also able to enter a raffle to win a basket full of JOHNSON’S® Baby Oil products, including the new

Creamy Oils.

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EVENT PHOTOS:

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Documents

2010 Program Recap Baby Oil. JOHNSONS® BABY OIL OBJECTIVES & STRATEGIES Increase market share and share of voice by communicating the relevancy of oil