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J&J Highlights Plans For Reinventing Johnson’s Baby, Globalizing Aveeno

This article was originally published in The Rose Sheet

Executive Summary

A planned restage of Johnson’s Baby will “completely reinvent the brand,” says Jorge Mesquita, global chairman of the J&J’s consumer division. Meanwhile, the firm is working to unfetter “captive” regional brands, expanding OGX and Aveeno across the globe while bringing Le Petit Marseillais to North America, among other growth initiatives.

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J&J Consumer Makes 'Aggressive' Shift In Digital Sales To Drive Growth

When J&J CEO Gorsky says, "We're not just sitting back, we're making aggressive moves in areas such as e-commerce – investments in that shift," his words are music to analysts' ears. J&J has OTC drug and other consumer health brands to drive growth, but it's missing the digital piece, they say.

J&J Consumer Makes 'Aggressive' Shift In Digital Sales To Drive Growth

When J&J CEO Gorsky says, "We're not just sitting back, we're making aggressive moves in areas such as e-commerce, investments in that shift," his words are music to analysts' ears. J&J has OTC drug and other consumer health brands to drive growth, but it's missing the digital piece, they say.

J&J Consumer Makes 'Aggressive' Shift In Digital Sales To Drive Growth

When J&J CEO Gorsky says, "We're not just sitting back, we're making aggressive moves in areas such as e-commerce, investments in that shift," his words are music to analysts' ears. J&J has OTC drug and other consumer health brands to drive growth, but it's missing the digital piece, they say.

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