Client: Johnson's Baby is a line of baby care products manufactured by Johnson & Johnson.

Audience: Parents of young children, ages 0–2 years, who are looking to purchase high quality and safe products for their children’s haircare and skincare.

Tone: Friendly, sincere, knowledgeable, helpful.

Challenge: Clearly communicate the benefits of the product to parents while also addressing their concerns.

Strategy: I took the time constraints of busy parents into consideration and opted for a tight, focused, short email. Because I chose brevity, I boiled the concept down to two important points that needed to be communicated: effectiveness and safety. For the headline, I included the popular expression “baby soft” and paired it with “baby safe” to express both of the main benefits to parents in a knowledgable and helpful tone. I repeated this in the body copy, emphasizing the effectiveness of the product (moisturizing and softening) and the safety of the product (“no tears” and non-irritating formula). Though, the 25% off coupon is a third benefit to the consumer I did not lead with this because price would not sway the target audience until the product met their effectiveness and safety requirements. After the main benefits have been established, a clear call-to-action was included to directed shoppers to the coupon and product page.