Why do adults use
Johnson’s baby products?

emotional insight deep dive


For some Johnson’s baby products like baby lotion, baby powder and baby oil, over half the product volume was being used by adult men and women, but the brand team didn’t really know why. Brandgarten’s projective techniques showed that the brand’s appeal went well beyond the functional benefits of the products. The fragrance and product feel strongly evoked a time for these adults when they were safe, cared for and loved — even among big tough men.
In essence, adults who use Johnson’s baby products want to be babied themselves.


These insights led to several successful marketing initiatives directed at adult users. It also helped to reinforce the importance of this nurturing emotional need in the mainstream advertising campaign.

Baby in bubble bath