Johnson’s, Johnson & Johnson Consumer Health’s baby and child care brand, launches, as of January, the campaign Blackinho Powerful which celebrates its new line entirely designed for 3B to 4C bending yarns. With three new products and several activations, Blackinho Powerful has the mission of changing the beginning of the history of many children with curly hair by building a look of empowerment and care.
For the campaign conceived by the SUNO agency, Johnson’s once again brings a jingle that promises to stay in consumers’ memories and become a soundtrack for fun baths and boosters of self-esteem.
To make the launch even more attractive, the brand created a trend with choreography, to access which click here and invited influencers Andressa Reis, Bill Reis, David Junior, Dani Lima, Duda Crespinha, Emanuelly Carvalho, Família Pessoa Tardivo, Giovanna Ewbank, Gabrielly Nascimento, Kenny Barbeiro, Maíra Azevedo, Michele Passa and Maternidade Sapatão by Alessandra Ayabá and Aline Cristina to generate buzz on social networks and amplify the importance of this care that will reverberate in pride of belonging and of carrying a crown in the shape of hair.
Check out the campaign video:
The signature “For crespinhos to grow even more powerful” reiterates the brand’s commitment to childhood and the protagonism to the little ones who are already born powerful and can become even more.
Bertha Fernandes Kowalczyk, senior manager of childcare brands at Johnson & Johnson Consumer Health, points out:
“Johnson’s has a very clear purpose: to create a better world in which all babies and children can thrive. Every child deserves to have a specific line for themselves, which respects their individuality and, as a brand, we are committed to meeting the expectations of our consumers and going beyond, reinforcing self-esteem and self-acceptance. The launch of the ‘Blackinho Poder’ line is the starting point for us to amplify this discussion, as allies so that children can develop their potential and fly higher and higher.”
Aimed mainly at fathers, mothers and caregivers of black children, the main key messages of the campaign are based on the concept “For curly hair to grow even more powerful” and emphasize the importance of meeting the needs of curly hair and, consequently, reinforcing care and empowerment of little ones.
Hanna Batista, Scene Director, says:
“As a black woman, I looked at this campaign with great affection and excitement, because, despite being young, this is a universe that was not part of my childhood. Being able to work on children’s self-esteem is a great dream come true. We are building and validating this path, in which they recognize themselves and are proud of their curly hair, and this brings a whole new meaning to us as a black people.”
For the creation of the Blackinho Poder line, Johnson’s went deep for more than two years in studies and researches that were developed especially for children with curvature hairs between 3B and 4C.
The entire product line is the result of co-creation with more than 4 thousand consumers and a lot of listening and study in partnership with specialized consultants. During this period, the brand held interviews with hairdressers, specialists and parents of children between 3 and 6 years old, who pointed out the desire for children’s hair to be hydrated, light and loose.
The result was the development of a complete and exclusive line for curly hair, comprising: 400ml shampoo that cleans without drying out, 380ml conditioner with mask effect that hydrates and detangles, and 200ml combing cream. All are enriched with coconut oil and offer ten benefits such as cleaning, detangling, moisturizing, treating and defining the hair. the new line Blackinho Powerful is now available across the country.
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