Luke Judge

Arts & Leisure

Posted on 09:40 PM, May 16, 2010

MARKETING BEAUTY through fashion seems to be the latest trend. Re- cently, an anti-aging soap, and a new car model were both launched via separate fashion shows with several retail brands participating. And then there’s Johnson & Johnson’s close partnership with Bayo in a limited edition collection of skin-revealing summer ensembles.

On April 21, Bayo, in a partnership with Johnson’s Body Care, launched the “Soft Look Collection,” consisting of 11 pieces — flirty little dresses, silk harem pants, shorts, and lace-bedecked or eyelet tops — thereby linking the act of moisturizing good skin with wearing fashionable apparel. While other promotions merely used fashion as window dressing, this one is a marketing coup extending the market reach of two brands.

Until June 15, each purchase of the 200ml or 400ml Johnson’s Body Care 24 Hour Lasting Moisture Body Lotion and Wash at Watson’s will garner a 10% discount off any item from the Bayo Soft Collection.

Alternately, purchasing any item from the Johnson’s Body Care Soft Look Collection in participating Bayo outlets will entitle one to a free 100ml Johnson’s Body Care Lotion and a 20% discount coupon for a succeeding purchase of a 200ml or 400ml lotion or wash at Watson’s.

(And who’s to say that while there, they won’t shop for other items in-store?)

“It’s really co-branding. It’s a different way of marketing the brand.

More and more, women today are really looking into more holistic experiences, beyond what is your product, what is the style. It’s now relating to women in a very nontraditional and fresh and unique way, and that’s something we wanted to experiment with,” Johnson&Johnson Marketing Manager Tere Chong told BusinessWorld