Johnson & Johnson plans summer suncare barrage

Johnson & Johnson (J&J) is planning to launch an assault on the suncare market this summer, with new ranges under its Johnson’s and premium Roc brands.

Johnson & Johnson (J&J) is planning to launch an assault on the suncare market this summer, with new ranges under its Johnson’s and premium Roc brands.

The launch is the next stage in the company’s plans to create a flagship Johnson’s brand with a significant presence in all areas of the skincare and bathing market. The Johnson’s range of suncare products will be backed by a multi-million pound advertising campaign and the brand is expected to include a full range of graded sun protection factor products, as well as aftersun lotions.

One industry source says the brand will directly target market-leading brands such as L’Oréal’s Ambre Solaire range. He says: “This is nothing very different from other mainstream brands, but the size of the media spend should guarantee some success.”

The company is also to extend the Johnson’s brand this summer with additional skincare and bathing products such as shower gels and moisturisers to coincide with a relaunch of the brand (MW November 13, 2003). Lowe handles advertising for J&J’s skincare brands, and media is handled by Initiative Media.

Meanwhile, J&J is planning to launch a raft of suncare products under the Roc brand, to build a greater presence in the premium suncare market. The company already sells a range of winter suncare products under its Piz Buin brand.

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