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JOHNSON'S(R) Launches New Online Campaign Tapping Glam Media to Reach Young Women
Date:4/9/2008

llection and personalized advice, from either a Glam

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, Glam 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(R) 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(R) is supporting the Melt Away Stress line with traditional advertising in publications such as Allure, Glamour, InStyle, US Weekly, and In Touch Weekly, among others.

"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(R) 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
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SOURCE JOHNSON'S
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