Johnson & Johnson Baby Conditioner Email (Spec)

The Client:

Johnson’s Baby is an internationally known brand that produces baby skin care products. 

The Ask:

This email communicates with parents of children aged 0-2 who want to use only the highest-quality products for their children. Parents want to be sure their children’s sensitive skin and delicate hair are properly cared for. The email’s main objective is to get recipients to visit the Johnson’s Baby website to learn more about their baby conditioner and download a coupon to purchase it. 

The Answer:

I used warm, reassuring language that reflects a friendly, sincere and helpful brand voice to resonate with parents who want safe, reliable skincare products for their children. I built a feeling of trust and connection by emphasising the emotional importance of bath time as a cherished routine before bed. My design partner and I opted for a colour scheme reminiscent of an evening sky and the recognisable golden colour of the product. I conveyed the conditioner’s benefit (gentle care for sensitive skin and hair) by acknowledging parents’ concerns and needs while drawing on their emotional expectations by positioning Johnson’s Baby as a reliable partner in their precious bath time moments, making Johnson’s Baby conditioner feel indispensable to their routine. I emphasised the discount available throughout the subject line and body copy by framing the financial savings as one less thing to worry about, making the promotion clear while maintaining a friendly, sincere tone of voice. I used two CTAs that fulfil the same purpose to ensure the intent of the email is clear and to increase the likelihood of recipients clicking through.