Unveils New JohnsonsForYou.comEscape Microsite With Original Video Content, Social Media and More to Promote

JOHNSON’S® Melt Away Stress Line of Adult Skin Care Products

SKILLMAN, NJ, April 9, 2008 – JOHNSON’S®, the skincare expert, today announced the launch of a new online campaign and microsite, www.JohnsonsForYou.comEscape, to promote its award-winning Melt Away Stress line of skin care products. The site features a user-generated content contest, Jamaica getaway sweepstakes, expert and celebrity videos, featuring actress Ana Ortiz (ABC’s Ugly Betty), as well as an embeddable quiz widget. The campaign targets young women in hopes of bringing them fun and engaging information to better help them escape their stress and achieve beautiful, soft skin.

JOHNSON’S® has partnered with Mode Media, number one in reach for women online, and its extensive network of 450+ Web publishers on a dedicated effort to distribute the site’s content and promote it to millions of consumers through a custom integrated program. The campaign harnesses unique ways to raise brand awareness, stimulate interaction with beauty audiences and build excitement for JOHNSON’S® Melt Your Stress Away line of products beyond ad banners. Additionally, JOHNSON’S® tapped New York-based interactive marketing agency Deep Focus to develop all the creative content and applications for the campaign.

The Microsite includes four major components:

  • The Express Your Stress Competition – Women are invited to sign up and share stories about the stress in their lives. Each week from April to June, the site focuses on a new stress topic. The writers of the most popular stories (as determined by peer voting) will receive a prize ($100 Spafinder.com Gift Certificate), products from JOHNSON’S® Melt Away Stress collection and personalized advice, from either a Mode Media editor or Dr. Michelle Callahan. A grand prize sweepstakes offers site visitors a chance to win a Jamaica Girlfriends’ Getaway trip to share with up to three friends.
  • Celebrity Stress Secrets The site features nearly 20 videos of unscripted stress tips and interviews from a celebrity as well as stress and beauty experts, including:
  • Ana Ortiz (ABC’s Ugly Betty)
  • Dr. Michelle Callahan, Psychologist and Life Coach
  • Susan Cernek, Mode Media’s Lifestyle Editor

Additionally, the site will also include quotes from a range of celebrities including Alison Sweeney, Stacey Dash and Bonnie Somerville on how they deal with stress

  • Escape Your Stress Quiz – This playful quiz presents site visitors with various stress-inducing scenarios and keeps tabs on their stress-dealing tactics. The quiz identifies the strengths and weaknesses of the consumer’s personal approach to dealing with stress and offers tips on how to more effectively relax. Visitors can take the quiz on the microsite, or embed a widget on their social network page or blog.

JOHNSON’S® Products – Through the site, consumers can explore the Melt Away Stress product line and will have access to an exclusive free trial coupon.

In addition to the microsite, JOHNSON’S® is supporting the Melt Away Stress line with traditional advertising in publications such as Allure, Glamour, InStyle, US Weekly, In Touch Weekly.

“We have adopted “Escape Your Stress” as our theme for the year in everything from our print creative to the microsite,” said Dave Crutchfield, Group Product Director, JOHNSON’S® adult skin care. “This campaign takes what would normally be static advice and information about stress and beauty, and brings it alive online for our young, web-savvy consumers in a fun and entertaining environment. Everything from the celebrity and expert video interviews to the Escape Your Stress Quiz and exclusive sweepstakes are designed to give women a place to escape while engaging with our brand in a newer way.”

“JOHNSON’S® is breaking new ground in online advertising to engage young women interested in beauty”, Scott Schiller, EVP of Sales, Women’s Markets for Mode Media. “By tapping Glam’s distributed media network of Web publishers and bloggers, JOHNSON’S® will not only reach the largest women’s audience in the U.S. but truly engage their target audience to drive superior brand engagement.”

About JOHNSON’S® Melt Away Stress

JOHNSON’S® recognized the need for relaxing, calming products and developed the Melt Away Stress line to provide women a convenient, affordable way to relax while caring for their skin. The product line includes JOHNSON’S® SOFTWASH™ Melt Away Stress 24 Hour Moisturizing Wash, JOHNSON’S® SOFTLOTION® Melt Away Stress Moisturizing Lotion, JOHNSON’S® SOFTOIL™ Melt Away Stress Massaging Moisturizer and, introducing, new JOHNSON’S® SOFTCREAM™ Melt Away Stress Dreamy Night Cream. All products in the Melt Away Stress collection provide lasting moisturization and contain the proprietary AROMASOOTHE™ fragrance blend with natural ingredients such as chamomile and hints of lavender. The products are available for purchase at most food, drug and mass market stores nationwide.

About Johnson & Johnson

Johnson & Johnson Consumer Products Company, division of Johnson & Johnson Consumer Companies, Inc., develops and markets baby-care, wound-care and skin-care products that address the needs of the consumer and health care professionals and incorporate the latest innovations. The portfolio includes heritage brands JOHNSON’S® Baby and BAND-AID® Brand Adhesive Bandages as well as leading skin care brands such as AVEENO® and CLEAN & CLEAR®.

About Mode Media

Mode Media’s distributed media network model is in part changing the very definition of what a media company is in the 21st Century. With more than 53 million unique monthly visitors, Mode Media provides a compelling mix of fresh, original content created in-house with a carefully curated Glam Publishing Network of more than 450 popular and influential lifestyle websites, blogs and magazines. For premium national brand advertisers, Mode Media offers an unprecedented array of targeted options that are singularly attractive to both upscale and aspirational consumers. Mode Media is backed by such premier venture capital firms as Accel Partners, DAG Ventures, Draper Fisher Jurvetson, Walden Venture Capital and Information Capital. Mode Media is based in New York City and Brisbane, California.

About Deep Focus

Founded in 2002, Deep Focus (http://www.deep-focus.net) is a full-service interactive marketing agency that specializes in developing impactful online advertising campaigns, effective cross-media advertising strategies, social media solutions, buzz-generating viral campaigns and websites, integrated promotions, online public relations, word-of-mouth marketing, and good karma for its clients. Deep Focus has launched hundreds of successful (and award-winning) campaigns and strategies for current clients such as HBO, Glaceau, TruTV, MSG, Comedy Central, New Line Cinema, Picturehouse, CBS, Nike and Bacardi USA, amongst many others. Headquartered in New York, with offices in Los Angeles, Deep Focus, Inc. is privately held with over 80 employees.