J&J shines on the runway

Malaysia - Johnson & Johnson's Body Care will showcase its body care lotion range through the Gaya Ayu collection by fashion designer Nurita Harith.

Targeted at young Malaysian women who appreciate beauty and fashion, Irene Cheah, group brand manager of Johnson & Johnson's Consumer Groups and Products Malaysia, said the tie-up illustrates the softness and beauty the products can offer women.

"Our concept has always been ‘beautiful fashion starts with beautiful soft skin.  Fashion is like an accessory to your skin when it is beautiful and soft'," she said.

The products were featured in a branded segment on Media Prima's TV3, in three episodes ending last Sunday on 20 January, where J&J shares fashion tips under the campaign theme on how to bring out one's beautiful softness through fashion and the use of Johnson's Body Care products.

While the campaign runs with TVCs and online engagement, the brand is also inviting Malaysian women to present their most beautiful soft looks through a contest.

Three winners will each walk away with one of the exclusive designs in Nurita Harith's apparel collection, an opportunity to be featured in a digital fashion look book in addition to cash and prizes.

Since the introduction of the Johnson's Body Care lotion range in 2009, the brand has been celebrating the beauty of soft skin through fashion.

"Rather than scale, Johnson's Body Care has been regularly rolling out new products or campaigns annually to generate awareness of the brand over the years," Cheah added.