New J. Jill ‘uncomplicate’ campaign targets baby boomers ← Related Article Visit The Boston Globe Share on Twitter Share on Facebook Comment on this Scroll to top of page Wendy Maeda/Globe Staff Women's clothing retailer J. Jill rolled out its new "uncomplicate" campaign to target baby boomer women. Wendy Maeda/Globe Staff Clare Spofford, chief marketing officer, said J. Jill wants to sharpen its image. Wendy Maeda/Globe Staff A year ago J. Jill embarked on a research project to connect the brand with the consumer. Wendy Maeda/Globe Staff J. Jill’s target customer wants to make time in her life for family and friends and not stress the rest. Wendy Maeda/Globe Staff In many ways the campaign’s new buzzword - uncomplicated - describes the company’s attempt to find itself.