We
associate Johnson & Johnson with baby products for so many years now. This
time around Johnson & Johnson is shifting and widening its commitment in
providing valuable products to its consumers
Johnson
& Johnson is pioneering a shift in their marketing philosophy. They are
bravely changing the mindset of teen girls who are used to feeling unsure and
held back by pimples and menstruation by giving them instead, the confidence
and courage to show their real selves-- regardless of the changes happening in
their bodies.
 |
| Clinical Psychologist Aileen Sison |
Troubling
societal phenomenon
The
maker of Modess, Clean & Clear, and Carefree revealed today a troubling global
statistic: 75% of adolescents aged 13-19 years old are growing up fearful
adults, hesitant to show people who they are and to display their potential because
they are afraid of being ridiculed or judged for their appearances. Teens fear that
their peers focus on the external, bodily manifestations of puberty like
pimples, menstrual leaks, and odors instead of who they are inside and what
they can do. As a result, instead of sharing their own thoughts and ideas,
having fun, or participating in socio-civic activities that drive personal progress
and development, they often choose to tuck their heads in a corner and stay on
the sidelines.
“Our
children are growing up in a world where they feel embarrassed and concerned
over bodily changes that are actually normal and manageable,” said Gabrielle
Solomon, Clean & Clear brand manager. “These teens will grow up thinking that
having pimples, wetness, or menstruation stains are embarrassing and that
having these prevents them from pursuing the opportunities available to them.
They will think that so long as you are not the traditional, flawless kind of
beautiful, or if you don’t work hard to hide your flaws, it will be difficult
to stand out and show the world the real you.”
Johnson
& Johnson recognizes that along with society, pop culture, and other
entities, it played a role in propagating this mindset. In order to sell
products, most companies paint puberty as scary and taboo in order to drive demand
for the products they provide.
As
such, J&J Philippines takes a brave stand with its recently launched, pioneering
campaign entitled “See the Real Me.” Spearheaded by the company’s teen brands
Clean & Clear, Modess, and Carefree, J&J wants to take the lead in correcting
this mindset. It wants teens to understand that pimples, oil, menstruation, and
wetness are not hindrances, but rather, milestones of a new chapter in their
lives and a signal for them to show the world who they are and what they have
to offer.
From
taboo topic to celebrating puberty
“See
The Real Me” takes on this new empowered mindset among teens by providing real
role models—teen girls from the 25% of the population who have shown the
courage to rise above puberty issues and are not afraid to move forward and
show the world who they really are. The
campaign has also unveiled its official, self-titled anthem which aims to unify
both segments and inspire them with its message.
J&J
also provides platforms to make the campaign easily accessible to teen girls.
Through digital media, it will be showing video testimonials about real teens talking
about the challenges they encounter and expressing who they really are. And
through on-ground efforts, there will be various educational teen programs
in-store, as well as the J&J See the Real Me Teen-Powerment School Program.
After three decades of partnerships with schools nationwide, J&J elevates
its program by going beyond physical education and digging deeper into the
psychological, emotional, and social components. This school program will initially
go to hundreds of schools in the country, with the drive to help give teens the
courage to show their real selves and tell them that puberty isn’t something to
be scared of – and, on the contrary, that it should be celebrated.
Krissy
Villongco, one half of the titular online sensation Krissy and Ericka, and
Clean & Clear brand ambassador, said, “J&J goes beyond the movement of increasing
self-esteem by giving teens the courage to show their real selves. We’re really
happy to be part of this campaign because Filipino teenage girls today need a
strong support system. It feels good to know that J&J is making them and their
emotional well-being a priority.”
During
the official launch event of the campaign at Makati High School, the See the
Real Me anthem was debuted and performed by Krissy. Teen psychologist from
Cribs Foundation, Aileen Sison talked more about the importance of celebrating
puberty and having the courage to say #seetherealme.
For
more information, log on to Johnson & Johnson’s brand pages and see how it
is inspiring teens to have the courage to #seetherealme: www.facebook.com/cleanclearphilippines
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