I remember when Johnson & Johnson’s products were carrying the swing. Their marketing was so good that our parents would almost surely have at least one of their products on the dresser. That baby oil life! The thing is, as good as the marketing was, it wasn’t geared towards just black folks. In fact, there was always a rose cheeked white baby on it.
Regardless if this we patronized them anyway because there just weren’t many options on the market geared specifically at our black kinks and coils. Up to three years ago when I was seeking products for my daughter, their No Tears formula wasn’t “for us” in the true sense.
But yes, we trusted them because they have been around for a while and their tagline “Trusted by mom’s all around the world” had us believing in their products. Of course that’s before we found out their products were chucked full of toxins and they had to make a public statement promising to clean up their products.
Since then they have been trying to regain our trust and now with the growing awareness of Afro haircare and the growing demand for products that are specifically for us, the Johnson’s Baby Soft & Shiny Line was born.
I first became aware of it when I saw it in my news feed on Facebook after Trudy of 4CHairChics posted a video in her HairTalk. You know how these companies usually get when they’re just diversifying to get a piece of the black market; how they usually opt for a lighter toned or mixed colored person to be the face?
Well in this video there was no mistaking that mom and baby were black. I’m talking a rich dark chocolate tone and not the type with mixed hair either but the type with a mass of undefined curls.
The line was launched in South Africa recently after sending the products to bloggers like Tendayi of Africanhairblog in April of last year.
Since it is relatively new on the market there is hardly any information about it but after combing the web I was able to come up with a few morsels.