1. Baby Oil
2010 Program Recap 1

2. JOHNSON’S® BABY OIL OBJECTIVES & STRATEGIES
Increase market share and share of voice by communicating the relevancy of oil for adults
Position JOHNSON’S® Baby Oil as a leader in moisturization – specifically targeting the African American consumer
Strategies
Launch overarching media program to drive awareness and coverage for oil and its beauty/alternative uses for adults
Leverage “Girl Talk” strategic concept and tie in with a charity platform as a way to deliver strong media placements for Oil among media, bloggers and consumers
Communicate economic value and alternative uses through strategic media relations 2 2

3. Tier 3 (now in progress):
Communications Approach
The JOHNSON’S® Baby Marketing and PR Team developed a comprehensive, three-tiered program that includes:
Tier 1:
Partnership with ESSENCE magazine to create a program that resonates JOHNSON’S® Baby Oil with consumers and media
“Girl Talk” included two in-market events in Washington, DC and New York City, featuring a leading panel discussion on beauty secrets with tips for using JOHNSON’S® Baby Oil products
Collaboration with B-LINK, a women of color blogger network, to invite influential bloggers to live tweet at the events and post about the JOHNSON’S® Baby Oil products
Tie-in with Women in Entertainment Empowerment Network on a charitable component to further drive press and create affinity with African American consumers
Aggressive media outreach by both PR Teams
Tier 2:
Strategic relationship with leading celebrity makeup artist Tia Dantzler
Tia’s high profile clients and work helps lend authenticity to our key message surrounding the skin needs of African American women while also increasing her bookability with press
The relationship includes:
Participation in Essence events
Serving as a JOHNSON’S® Baby Oil spokesperson for media
Inclusion of JOHNSON’S® Baby Oil usage tips in her upcoming beauty DVD
Tier 3 (now in progress):
Execution of JOHNSON’S® Baby Oil “Cause Parties” with beauty bloggers that will extend the “Girl Talk” program
Generate additional posts and buzz on Baby Oil beauty tips
Cause Parties will encourage support and awareness for local charities
Results to come… 3 3

4. JOHNSON’S® Baby Oil / ESSENCE Partnership Program4 4

5. What’s Your Beauty Secret?
OBJECTIVE
To drive product awareness and engagement and position JOHNSON’S® Baby Oil as the leading beauty and personal care product among adult African American women.
SOLUTION
JOHNSON’S® Baby Oil partnered with ESSENCE in a 360° program to start the conversation about best kept beauty secrets and reveal JOHNSON’S® Baby Oil as perfect product to moisturize dry skin.
PROGRAM ELEMENTS
National Contest Announcement
In-book Series
Multi-market Event Series
Digital & Promotional Extensions 5 5

6. What’s Your Beauty Secret?
PRINT: NATIONAL CONTEST ANNOUNCEMENT
To kick off the What’s Your Beauty Secret? program, ESSENCE and JOHNSON’S® Baby Oil announced a national contest in the March issue. Readers entered for a chance to win:
An exciting trip to NY City to be featured in a JOHSNON’S® Baby Oil advertorial in the August and September ESSENCE issues
Fabulous JOHNSON’S® Baby Oil gift basket
1/3 contest announcement 6

7. What’s Your Beauty Secret?
PRINT: ADVERTORIAL SERIES
To reinforce JOHNSON’S® Baby Oil as a product that’s perfect to moisturize and soften adult skin to our audience of 8 million, ESSENCE featured JOHNSON’S® Beauty Consultant and celebrity makeup artist Tia Dantzler in an advertorial unit in the April issue.
UPCOMING ADVERTORIALS
This August and September ESSENCE will feature the What’s Your Beauty Secret? contest winners in a custom advertorial unit. Each winner will share her beauty secret and how she uses JOHNSON’S® Baby Oil as part of her beauty regimen.
April full page advertorial 7

8. What’s Your Beauty Secret?
WASHINGTON, DC PANELISTS
Cheryl Burgess, MD FAAD Board Certified Dermatologist, Assistant Clinical Professor of Dermatology, Georgetown University
Tia Dantzler, JOHNSON’S® Beauty Consultant
Joelle Lyons, Master Aesthetician/Skin Specialist
Derrick Rutledge, Makeup Artist
NEW YORK CITY PANELISTS
Sam Fine, Celebrity Makeup Artist & Author
Rosemarie Ingleton M.D., P.C., Dermatologist
Lisa Wu Hartwell, Actor, Designer, Writer, Cast member, The Real Housewives of Atlanta
MULTI-MARKET EVENT SERIES
In March 2010, ESSENCE partnered with JOHNSON’S® Baby Oil to present a multi-market panel discussion of best beauty practices and products for African American women. Aligning JOHNSON’S® Baby Oil with some of the industry’s leading experts and celebrities, 375 readers indulged in a day of insider tips and advice from ESSENCE Beauty Editor at large, Mikki Taylor and guest panelists as well as complimentary spa services, makeup tips and brunch.
EVENT DETAILS
Saturday, March 20, 2010 at The St. Regis, Washington, DC
- 500 RSVP’s; 200 attended
Saturday, March 27, 2010 at the W, Union Sq., New York
- 375 RSVP’s; 175 attended 8

9. What’s Your Beauty Secret?
DIGITAL & PROMOTIONAL EXTENSIONS
The contest and multi-markets events were promoted via the following:
Two (2) dedicated ESSENCE Access blasts
JOHNSON’S® Baby Oil e-blast
Custom direct mail pieces in each event market (600 total)
Facebook posting
Press release
Media Outreach (in coordination with the JOHNSON’S® PR Team) 9

10. What’s Your Beauty Secret?
DIGITAL & PROMOTIONAL EXTENSIONS
Banner ad
DC event evite
Contest landing page 10

11. What’s Your Beauty Secret?
READER RESPONSE
What’s Your Beauty Secret? events were a huge success as both venues were filled to capacity. Here’s what a few attendees had to say via .
- “I just want to say a BIG THANK YOU for inviting me to this event, I was there and I had a blast!! I was pleased to get my manicure done, listen to the panelists especially Sam Fine and Tia with the different beauty tips, of course Dr. Ingleton and Lisa (I didn't know she was that small in size), she looks great. To Ms. Mikki Taylor, thanks a lot.”
- “Once again, thanks Essence, You ROCK!!! Wishing my favorite magazine many more success.  I just renewed my subscription for another 2 years!!!”
- “This was a wonderful event. I had a great time with my girls and learned a lot. When is the next one?” 11

12. What’s Your Beauty Secret?
ESSENCE IMPRESSIONS & RESULTS
PRINT IMPRESSIONS
March Advertorial – 7.5 million
April Advertorial – 7.5 million
CONTEST RESULTS
440 Entries
221 Opt-ins
DIGITAL IMPRESSIONS
Access e-blast – 72,792
Newsletter – 427,358
Co-branded banners – 137,796 (over delivery) 12

13. Public Relations Program
JOHNSON’S® Baby
Public Relations Program 13 13

14. What’s Your Beauty Secret?
TIA DANTZLER PARTNERSHIP & OUTREACH:
JOHNSON’S® Baby Oil partnered with celebrity makeup artist, Tia Dantzler, who has an extensive list of celebrity clients, including President Barack Obama, Ashanti, Chandra Wilson and Jennifer Hudson.
The PR Team leveraged Tia’s celebrity status to secure coverage on a local Chicago TV station, WCIU, StyleLine Magazine, online feature on WEEN’s website and “The Pink Suite” on WEEN Radio Network.
At the “What’s Your Beauty Secret?” events, Tia served on a panel of beauty experts, delivering messaging on Baby Oil and offering beauty consultations with attendees.
As part of the PR spokesperson partnership, Tia was featured in a full-page JOHNSON’S® Baby Oil advertorial within the April issue of Essence magazine.
Throughout the partnership, Tia has talked about the many uses of the JOHNSON’S® Baby Oil products via Twitter.
Tia will provide beauty consultations and makeovers for the “Girl Talk Cause Party” winner’s “Makeover Party.” 14

15. What’s Your Beauty Secret?
BEAUTY BLOGGER PROGRAM WITH B-LINK:
The PR Team partnered with B-LINK, a prominent blogger network for women of color, to secure attendees for the “What’s Your Beauty Secret?” events. Each blogger was encouraged to tweet during the event, post about the event and/or the alternative beauty uses of JOHNSON’S® Baby Oil products, and sign up to host a “Girl Talk Cause Party.”
21 bloggers attended and covered the events, including top beauty bloggers: O So Chic, This That Beauty and The Art of Accessories 15

16. What’s Your Beauty Secret?
CHARITABLE TIE-IN WITH WOMEN’S ENTERTAINMENT EMPOWERMENT NETWORK (WEEN):
The PR Team worked with ESSENCE to source a relevant charity benefiting women of color—The Women in Entertainment Empowerment Network (WEEN) — for added PR buzz.
JOHNSON’S® Baby Oil presented WEEN with a $10,000 donation and will encourage further support of the organization through upcoming “Girl Talk Cause Parties” with bloggers. 16

17. What’s Your Beauty Secret?
JOHNSON’S® BABY OIL PR IMPRESSIONS & RESULTS:
Total PR Media Impression To-Date: 688,058
@lisawuhartwell are a fun beauty panel!! LOL” -stylemom
@samfinebeauty likes to prep body for red carpet w/baby oil and foundation. Then blot away to make it look like skin -ThisThatBeauty
“At Johnson’s baby oil What’s Your Beauty Secret? Miki Taylor is fabulous in person #jbaby” -theaofa
Good tip: Beauty Tip: Johnson & Johnson baby oil gel mixed with brozer to get a pretty glo #jbaby – fashionstbeauty
“#jbaby Johnson’s is donating $10K to Women in Entertainment Empowerment! Three cheers for the positive media portrayal of women of color!” -templeofglam
it was great seeing you and getting tips from you on the panel at the essence and J&J event #jbaby #dcween” –yummy411
“great multitasker products: johnson’s baby oil: makeup remover, hydrator & vaseline #jbaby” –Beblogalicious 17

18. What’s Your Beauty Secret?
JOHNSON’S® BABY OIL PR IMPRESSIONS & RESULTS: 18

19. What’s Your Beauty Secret?
JOHNSON’S® BABY OIL PR IMPRESSIONS & RESULTS: 19

20. What’s Your Beauty Secret?
JOHNSON’S® BABY OIL PR IMPRESSIONS & RESULTS: 20

21. What’s Your Beauty Secret?
JOHNSON’S® BABY OIL PR IMPRESSIONS & RESULTS: 21

22. What’s Your Beauty Secret?
JOHNSON’S® BABY OIL PR IMPRESSIONS & RESULTS: 22

23. What’s Your Beauty Secret?
JOHNSON’S® BABY OIL PR IMPRESSIONS & RESULTS:
Picked up by: 23

24. What’s Your Beauty Secret?
JOHNSON’S® BABY OIL ADDITIONAL PR COVERAGE
AOL BLACK VOICES
WEEN Radio Network and WEENOnline.org
BeautyBlitz.com
StyleLine Magazine (pending for May)
“Don’t forget babe, the Johnson’s Baby Oil is on the counter. Put 3 drops in his bathwater to keep his skin moisturized” 24

25. What’s Your Beauty Secret?
JOHNSON’S® BABY OIL BEAUTY SECRET BOARDS FROM EVENTS:
Event attendees were invited to share their beauty secrets with one another by writing them on a card and adding to the JOHNSON’S® Baby Oil Beauty Secret board.
Attendees were also able to enter a raffle to win a basket full of JOHNSON’S® Baby Oil products, including the new Creamy Oils.
Washington, DC
New York City, NY 25

26. What’s Your Beauty Secret?
EVENT PHOTOS: 26