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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Johnson & Johnson: Neutrogena Dermatologics introduces skin iD, the "first personalized acne solution," the J&J subsidiary says June 12. Skin iD regimen has users complete a skin and lifestyle evaluation on the brand's Web site (www.skiniD.com); a patent-pending algorithm then devises a personalized skin-care formula based on consumer's individual needs, Neutrogena says. "Skin iD was developed with an innovative one-on-one approach. We determined that offering consumers access to skin iD through a dedicated Web site or by phone would allow for the dialogue necessary to evaluate their unique skincare needs and provide a personalized regimen," Neutrogena President Jim Colleran explains. Coty Prestige's premier cosmeceutical similarly connects consumers to a Web site for development of a personalized skin-care program (see story, p. 5). Skin iD encompasses 25 different anti-acne regimens to treat, cleanse and protect skin, based on results of the evaluation. In a double-blind, randomized, placebo-controlled clinical trial, all 500 subjects using skin iD got "clearer, healthier-looking skin," firm says. Line is sold through brand's Web site and infomercials featuring actress and singer Katharine McPhee...
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