Innovating Iconic Brands (cont.)
DEVELOPING TRUSTED NEW PRODUCTS
Across the Johnson & Johnson Family of Consumer Companies, iconic brands are using innovation to drive growth and meet consumer needs. Efforts range from marketing and educational tools to creative packaging to research and development that leads to new products from historic brands.
The NEOSPORIN® and BAND-AID® Brands, for example, are also launching new products in early 2012. The new BAND-AID® Brand Adhesive Bandages use QUILTVENT™ technology, which promotes breathability—a feature consumers have said they want—and enables the bandage to wick away blood, leaving the wound clean.
The NEOSPORIN® brand, meanwhile, is entering the eczema skin care area with NEOSPORIN® ESSENTIALS™, three new products designed for people with eczema, plus a trial pack that contains them all. The line includes a gentle and nonirritating daily care wash; a moisturizing cream that has been clinically shown to restore visibly healthier skin in three days; and, for itch flare-ups, a hydrocortisone cream. All have unique Relipid™ formulas, which contain a humectant, emollient, lipid and botanical blend to help retain moisture, which is essential for healthy-looking skin.
“We put so much heart, sweat and passion into innovating these formulas,”says Elena Fernandez-Kleinlein, Senior Director, R&D, Global Topical Health Care, Johnson & Johnson Family of Consumer Companies. “We're proud to be able to help eczema sufferers.”
Other heritage brands are also launching innovative products to meet consumer needs. For example, NEUTROGENA®, a 58-year-old iconic brand, learned from consumer insight that parents have a hard time getting their little swimmer to sit still long enough to dry off and reapply sunscreen. This led to the 2011 launch of NEUTROGENA® Wet Skin Sunblock Spray, the first sunscreen designed to be applied directly to wet skin. The sprays quickly became the top-selling new products in the sun category.
Also in 2011, Neutrogena Corporation launched the first products in its line of NEUTROGENA® Naturals face and lip products. The five products are, on average, 94 percent naturally derived, with no harsh chemical sulfates, parabens, petrochemicals, dyes or phthalates. The Neutrogena science team examined thousands of natural ingredients to find the best bionutrients, such as Peruvian Tara Seed, to promote healthy-looking skin. In addition, NEUTROGENA® Naturals uses environmentally sensitive post-consumer recycled material in its packaging and built a first-of-its-kind green server, which runs the brand's website solely on solar and wind energy.
The NICORETTE® team, meanwhile, extended the brand's long history with the launch of NICORETTE® QUICKMIST™, a fast-acting mouth spray for relief from cigarette cravings. The development and launch involved a host of innovations based on consumer insight, including the desire for speed, effectiveness and an easy-to-use design. The marketing campaign and commercials focused on demonstrating the spray's fast action, which deeply resonated with consumers.
“Consumers have trusted our brands for generations. We must invest in our heritage brands to keep them successful and relevant to consumer needs,” says Jesse Wu, Worldwide Chairman, Consumer Group, Johnson & Johnson.