No more tears, a shampoo that does not sting the eyes, was formulated for babies. Realizing that gentleness might appeal to adults as well, johnson marketers launched a promotional campaign featuring mothers and babies washing their hair together.when a healthy share of the adult female shampoo market came its way, the company added former pro football quarterback fran Tarkenton as a thinning-hair spokesperson. Apparently gentle hair treatment appealed to middle-aged men, too, and the company captured part of still another market segment. such repositioning-the conscious effort to change customers perceptions of a product-may be in order when marketers discover that a product appeals to other market segments