Neutrogena's Face Fix - Johnson and Johnson's, Neutrogena Corp.'s marketing plans for facial products - Brief Article

Brandweek, Jan 22, 2001 by Christine Bittar

Johnson & Johnson, catering to the vanity needs of Generation Y, aging baby boomers and those in between, will spend more than $60 million this year behind new offerings under its Neutrogena skincare banner.

The most notable of Neutrogena's new lineup: a super-specialty item, Healthy Skin Anti-Wrinkle Anti-Blemish cream, for women with pimples and wrinkles or those eager to stave off both.

While acne products have long ruled at drugstore counters, they are slowly making headway into department store and specialty boutiques as more upscale lines including Estee Lauder's Clinique and Origins seek ways to add incremental sales from younger buyers.

Set to hit shelves in July, J&J will spend $10 million on TV and print, with 60% of those ads angling for the anti-wrinkle crowd. Targeting females up to age 44, the oil-free cream contains retinol and salicylic acid (a common anti-acne ingredient) with print breaking in August beauty books, as it aims to be the first marketer to satisfy the 40% of women from 25 to 39 who have wrinkles and blemishes.

J&J is looking to the teen market to boost Neutrogena acne sales to $100 million from about $80 million now, backing its three new items with advertising, sampling and a back to school promotion with Fox.

Neutrogena, the leading oily skin/acne care brand, which most directly competes with J&J's own Clean and Clear and Andrew Jergen's Biore, seems to be staying true to its heritage, positioning the newcomers as effective yet non irritating.

Its Oil-Free Acne Wash Foam Cleanser, with 2% salicylic acid, will be touted for effective yet gentle acne cleaning; Clear Pore Soothing Gel Astringent, is dedicated to creating a "deep clean while soothing irritated skin," with aloe and chamomile gel and 70% less alcohol than leading astringents; and Clear Pore Shine-Control Gel "instantly absorbs oil, treats and prevents breakouts and control shine all day."

The 19-SKU line will get $21 million in media this year, with $10 million allocated to three newcomers rolling out in late spring targeted to 12-to-24 year olds.

Prices range from $5.50-10.50 for the acne products and under $20 for the anti-wrinkle items, to undercut competitors like Procter & Gamble's Olay.

The back-to-school promo includes a chance to win a trip to Fox's Teen Choice Awards and an opportunity to hang out with Gen Y actress Jennifer Love-Hewitt and teen pop princess Mandy Moore, who both stay on as Neutrogena's acne spokesgirls.

Additional print and TV runs from June through yearend. Separate pitches to dermatologists and pediatricians are planned for the whole year, plus a 400,000 sample drop via Seventeen and Self magazines.

The additional SKUs complement Neutrogena's planned spend of $30 million to launch Healthy Skin Visibly Firm night cream and eye cream (Brandweek, Dec. 4), its largest introduction on a single product.

J&J will tout the SKUs active cooper content--an ingredient currently not yet available in any mass product--and its patented delivery system which "stimulates collagen, elastin and jumpstarts the skin's own abilities to repair itself."