Johnson & Johnson to tackle might of Head & Shoulders

Johnson & Johnson (J&J) is launching a Neutrogena Anti-Dandruff sub-brand in an effort to tackle Procter & Gamble’s (P&G) market-leading Head & Shoulders shampoo head-on.

Johnson & Johnson (J&J) is launching a Neutrogena Anti-Dandruff sub-brand in an effort to tackle Procter & Gamble’s (P&G) market-leading Head & Shoulders shampoo head-on.

The range is to be rolled out in January 2004, supported by a multi-million-pound television campaign. BMP DDB is the creative agency for J&J’s toiletries ranges and will create the TV advertising, while media will be handled by Initiative.

Recent advertising for Head & Shoulders has stressed the brand’s credentials as a mainstream shampoo, with no mention of the range’s benefits as an anti-dandruff shampoo.

In response, industry sources say that J&J wants to create a consumer-friendly dandruff range to match Head & Shoulders’ shift towards the mass market. The company already sells the T-Gel Shampoo range, which is marketed as a medical treatment for itchy and flaking scalps.

An industry insider says: “J&J wants to create a specific sub-brand that customers will see as being good for both the beauty and health of their hair. It is an area that Head & Shoulders owns at the moment, so it could be quite tough.”

The Neutrogena launch will be overseen by J&J marketing director Andre Baradat, who has assumed all marketing responsibilities at the company after baby care marketing range chief Carole Stevens took maternity leave.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here