Love’s Baby Soft was a product which was very popular with girls from the 1970s right through to the mid-90s. This fragrance was for young girls who didn’t want to be viewed as children anymore but were not yet old enough to become women. The limbo between leaving childhood behind and discovering their more mature identity.
The company marketed their product in an incredibly creepy way, using the tagline: “The new way for big girls to baby their bodies.” There was even an awfully awkward advert that had a male voiceover declaring that the scent captures, “a cuddly, clean baby… that grew up very sexy.” This brings most people to a shudder.
They went all out in the creep charts when this advert ran with the tagline, “because innocence is sexier than you think.” The main image is the youngest and weirdly – sultriest – girl they could find. There is no doubt that magazines would refuse to print this if it was a campaign running today.