Page 1: Introduction
Johnson & Johnson (J&J) is well known in the United States and the UK for its Johnson’s Baby® brand. By the 1990s, the company realised that its expertise in babies’ skin might have credibility for other skin care products. Consequently, J&J decided to develop a series of sub-brands under the Johnson name, each targeted at different life stages.
This case study examines how J&J took an advertising campaign for the product Clean & Clear from the USA and transformed its concept to produce a positive effect in the UK market.
The first medicated skincare range J&J launched targeted female teenagers. This market consisted of treatment products that help to get rid of existing spots as well as preventative products. The range was launched under the Clean & Clear name, bought from Revlon in 1991. The vision was to make Clean & Clear 'The global leader in female teen skincare'.
J&J targeted female teenagers because they:
- have spots
- use a lot of medicated products
- would grow up to be potential adult buyers of other J&J products.
Clean & Clear was launched in the UK in 1992, following its successful launch in the USA in 1991. In 1992, Clean & Clear was virtually unknown among teenagers. Therefore, this was effectively a completely new launch to the female teenage consumer. At the time the market was dominated by three brands as shown in Table 1. The three main products had been supported by considerable advertising spends during the 1980s.