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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Johnson's: Baby-care brand is striving to "meet the changing needs of a growing child's hair" with new products designed for toddlers' hair, which is more susceptible to tangling than babies' hair, Johnson & Johnson says. Two new 2-in-1 shampoos - Detangling Shampoo and Extra Conditioning Shampoo - feature the brand's No More Tangles blend of conditioning ingredients "so every child can have that healthy looking, shiny, fresh-smelling hair that is the hallmark of childhood," firm says. Detangling Shampoo provides just enough conditioning for fine/normal hair, while Extra Conditioning Shampoo offers two times the amount of conditioning ingredients to leave wavy/curly hair tangle-free and manageable, firm says. Formulated with J&J's No More Tears formula and fragranced with "a baby fresh scent," the shampoos are available now in mass doors for $3.25 apiece...



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