AMBI Ethnic Skin Care Enriches J&J’s Beauty Portfolio
This article was originally published in The Rose Sheet
Executive Summary
Johnson & Johnson will begin promoting newly-acquired ethnic skin care brand AMBI with print ads breaking late this summer before launching a wide scale marketing and outreach effort in the fall, the company said
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Johnson & Johnson will begin promoting newly-acquired ethnic skin care brand AMBI with print ads breaking late this summer before launching a wide scale marketing and outreach effort in the fall, the company said. Print ads will launch in one "general market" magazine in August, and then break in additional mainstream and ethnic magazines in September as part of a "sustained" marketing push, the firm added. J&J acquired the 19-product range late last year from Sarah Lee Household and Body Care USA. AMBI was founded in 1966 and features "high-quality" skin care products "that address the unique needs of African American women," the company said. The line is targeted to consumers of all ages. The brand consists of both facial and body care products including Complexion Cleansing Bar, Glycerin Cleansing Bar, Moisturizing Bath Bar and Moisturizing Body Lotion. The line also features Skin Discoloration Fade Cream and Skin Discoloration Fade Cream Extra. Products retail for modest price points, with cleansing bars costing $1.65 and fade cream priced at about $5.75. AMBI is sold in mass market doors, including drug stores and grocery stores, as well as on retailer Web sites, such as drugstore.com. "The AMBI brand brings a rich heritage in skin care and beauty," J&J said, adding the collection "further strengthen[s] the J&J [beauty] portfolio and allows the company to continue to offer products consumers want and need the most." The ethnic skin care line joins J&J skin care brands including Aveeno , Neutrogena, Clean & Clear and RoC . AMBI is J&J's only skin care brand specifically targeting women of color, but the firm points out all of its brands cater to the needs of multiple ethnicities. J&J declined to comment on plans to expand the brand in terms of product offerings and distribution. J&J's U.S. skin care business grew 16% in 2004, driven mostly by new products under Neutrogena and Aveeno. Worldwide skin care sales increased 19% last year (1 (Also see "J&J Scientific Savvy Benefiting Firm’s Consumer Products – Weldon" - HBW Insight, 31 Jan, 2005.), p. 6). |