Parents want a healthy and pleasant experience for their babies (and themselves) during bath time. That’s why I decided to focus the copy on health with the pleasurable feelings of comfort and happiness. The headline emphasizes this by linking these topics.

The subhead promises that the baby will be comfortable—so the parent can relax. This provides comfort to the parent, too, and is further incentive for them to move to the purchasing stage.

A baby’s health is huge parental concern. I used terms like “nourishes,” “moisturized,” and “no flaking” to demonstrate that this product addresses those concerns.

The bottom section mentions features like a moisturized scalp and soft hair. The bullet format makes it quick to read for a busy prospect. I took this a step further and explained the benefits of each, such as no itching and no pain—and therefore more comfort. “No fuss” implies a more pleasant experience for baby and parent!

The company’s longevity is cited to bolster its credibility. Testimonials are peppered throughout. Not only does this enforce social proof, it also breaks the text up, keeping it easier on the eyes and thus more skimmable, making it more likely that someone will engage with it.

The Strategy

The goal of this project was to convince parents of children ages 0–2 to purchase the product, first by raising awareness and second by offering an online coupon.

The audience is already familiar with the company, so they expect quality. The main features of the product are scalp moisturizers and a No Tears formula.

The Project

Johnson's (spec)


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