The new product, which claims to help reduce the appearance of stretch marks for mothers after having had a baby, is supported by a new campaign created by AMV BBDO featuring digital, in-store, press and PR activity.
Advertorials will run in healthcare press, while full-page ads will run in women's weekly magazines from February.
The marketing campaign focuses on a real mother and model, called Donna, being captured while enjoying some time to herself, to emulate the theme of 'Hello me'.
The 'Hello me' strapline refers to women feeling good about their bodies after having had a baby.
Supporting digital work includes the launch of a Johnson’s YouTube channel that will host video diaries from four "real women" who have trialled the product for four weeks, in addition to the brand partnering with parenting websites BabyCentre and Bounty.
Hana Purchase, brand manager, Johnson's Body Care, said: "We are extremely excited to announce our latest product innovation, Skin Perfecting Oil, which marks a bold step change by the brand, moving into the stretch marks category for the first time. Our latest innovation does however stay true to Johnson's equity, harnessing the trust the brand has built with new mums, whilst leveraging our heritage in soft skin."
In May last year, Johnson & Johnson overhauled the structure of its consumer business to streamline the division and give more authority to regional marketing heads.
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