J&J Relaunches Johnson’s Baby Care As Greener, Gentler, With Fewer Ingredients
This article was originally published in The Rose Sheet
The overhaul in line with “modern parents’ preferences” could be what’s needed to rouse the sleepy brand and spur Consumer business growth.
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J&J plans to cut 10% of its consumer health portfolio, with most divestitures in the baby and beauty care segments outside the US. It plans to focus on growing “stronghold” categories of skin health and self care, including Aveeno and Tylenol.
Tylenol brand consumption grows 10% on sales of Rapid Release Gel and Tylenol Arthritis, reaching top spot among analgesic products in the US, J&J says. Retailers' inventory builds as a result of prior-year supply constraints driven by Hurricane Maria also helped drive growth.
Council of Better Business Bureaus' industry self-regulation arm reviews claims for Mead Johnson's s Enfamil NeuroPro infant formula on challenge by Similac marketer Abbott Nutrition. Recent reviews also include ad claims for children's herbal remedies marketed by Mommy’s Blisson challenged by J&J's consumer business.