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.
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.