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You can get pure lanolin from any soaping supply place, but it isn't liquid unless you melt it--it's super sticky. If it's a liquid oil, then it has something else in it. Mineral oil?
I was one of 50 bloggers who was flown to Johnson & Johnson's "Camp Baby" conference, and when discussing product and brand loyalty, it FLOORED me how many people talked about Johnson's Baby Oil. I kept thinking, "But it's just mineral oil and fragrance!" As people kept talking, it dawned on me that we have that J&J fragrance ingrained in us as being associated with wonderful, wonderful babies! It's like a sensory memory that sells product. Which really, is pretty brilliant, and explains why hospital maternity wards have all that free J&J stuff!