Page 6: Conclusion
Prior to the ‘Real Girls’ campaign, the brand was not on track to meet its objectives. By maintaining the theme of a global advertising idea but changing the UK advertising from translations of the US ads to ads based on genuine insights gained from local consumers, the situation was dramatically reversed.
The brand was able to become the No. 1 medicated skincare brand by value share. Johnson & Johnson is now rolling out the brand in 14 countries across Europe and the Middle East, doing so with advertising that recognises each country’s local needs.