J&J works on UK launch of Neutrogena Wave cleanser

Johnson & Johnson (J&J) is understood to be planning to bring its “power cleanser”, Neutrogena Wave, to the UK. The company claims the product, which was recently launched in the US, is a breakthrough.

Johnson & Johnson (J&J) is understood to be planning to bring its “power cleanser”, Neutrogena Wave, to the UK. The company claims the product, which was recently launched in the US, is a breakthrough.

The battery-operated Neutrogena Wave, is a hand-held vibrating device, which is sold in a kit with 14 disposable cleansing pads, soaked with single doses of cleanser. The head of the unit has tiny Velcro-like grippers that hold the cleansing pads. The foaming pad is activated by holding the Wave under running water.

J&J says that the vibrating motion massages the cleanser deep into the pores and removes more dirt, oil and make-up than an ordinary cleanser. The company claims that users could see softer, smoother skin after one use.

J&J is supporting it with a significant marketing spend including heavyweight television advertising in the US. It is not known when the product will arrive in the UK.

Unilever introduced a similar product in the US in 2006, under its Dove brand, called the SkinVitalizer. The company voluntarily recalled 438,000 units, its entire production of the SkinVitalizer, the same year after a number of consumers reported the cleansing “pillows” fell off the device, revealing small hooks, which in some cases caused minor scratches.

Unilever has redesigned the SkinVitalizer, attaching the cleansing pads with Velcro-style fastenings. The product was relaunched in the US last year.

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