Love’s Baby Soft Day
Classic and beautiful, Love’s Baby Soft is a beauty line that has been long beloved by women, so treat yourself to a bath bomb, lotion, or other beauty product.
Celebrate nostalgia and self-care with a May campaign around Love's Baby Soft's iconic legacy, driving retail and e-commerce sales of beauty products through heritage storytelling and influencer partnerships.
- Throwback to the 1974 launch: How Love's Baby Soft defined a generation of beauty
- Self-care ritual: Bath bombs, lotions, and talc—rediscover the iconic scents that made you feel special
- Nostalgia meets modern beauty: Why Love's Baby Soft remains a bestseller 50+ years later
1974 saw the rise of a new product line from Love’s Cosmetics, an entire line of products aimed at adults, yet bearing the name Baby Soft. Their entire campaign was one of the allure of innocence, a return to those smells that spoke of youth and freshness. The first to hit the scene were Baby Soft Talc, A foam bath, and body lotion, all of which promised to make you ‘sexy in a very special way.’ With their sweet and sexy spokesmodel, Brooke Shields, the brand rocketed into prominence and 42 years later is still one of the hottest selling items on the market.
The marketing genius that came with this product is not to be understated. The look, the feel, the scent, all of it came together to define womanhood in a way little else did. From the sleek design of the bottles and containers, all the way down to the pricing that placed it within reach of any teenage girls allowance, Love’s Baby Soft was geared to take over the market and become the defining product line for the sexy allure of innocence.