NEW YORK — Johnson’s is all grown up.
The Johnson’s baby care brand, best known for powders and lotions that impart a sweet-smelling scent, is launching an adult line of body lotions and body washes specifically for moms. The effort is in response to Johnson’s research, which found that this demographic still seeks a trusted skin care brand. The new items borrow from what Johnson’s launched in 2003 targeting adults — several lotions and body washes — but those products also targeted children, and were merchandised in both the baby and adult skin areas. The items have been reformulated and are now part of the new Johnson’s Soft adult line.
Johnson’s Soft consists of four variants.
There’s Nourishing Care 24 Hour Moisture Wash and Nourishing Renewal Lotion, which aims to restore skin’s youth and softness. The wash has vitamins A and E, as well as shea butter and green tea in its formula. The renewal lotion aims to restore skin to its youthful self.
Johnson’s Extra Care 24 Hour Moisture Wash, Healing Lotion and Healing Hand Cream helps heal dry skin with a touch of baby oil.
And, there’s 24 Hour moisture wash and moisturizer, formulated with long-lasting emollients for normal to dry skin.
A Calming Soft Wash and Calming Lotion have the benefits of the 24 Hour products but with the added aromatherapy components of lavender and chamomile.
A Creamy Moisturizing Oil, which has one-third baby oil, rounds out the line.
Each item will retail for $4.99 and will be merchandised exclusively in the adult skin care aisle. Products ship July 15 for on-shelf display mid-August.
Advertising for the new Johnson’s Soft adult line will focus on the products’ nourishing aspects, as well as ingredients such as essential oils found naturally in baby skin. TV ads are scheduled to air at the beginning of September.
Johnson’s, which is owned by Johnson & Johnson, would not comment on possible volume or an ad budget for the new line, but industry sources estimate Johnson’s Soft could generate $80 million in first-year sales, and that its ad budget could reach $50 million in its first year.
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“Johnson’s is well-known, but this is big news. We will really cut through the category clutter with an unprecedented level of spend,” said Rowena Millward-Morgan, group product director of Johnson’s Adult.
The new line was spurred by Johnson’s research that showed women are still looking for ideal moisturizing products.
“We found a pent-up demand for a Johnson’s product for moms. The skin care market segments products by age of consumer, price and different skin needs. We add emotional drivers. The fragrance evokes powerful emotions of feeling pampered and nurtured,” said Millward-Morgan. “Prestige brands have done this, but mass is still untapped,” she added.
According to Johnson’s research, 53 percent of women who are interested in Johnson’s are also interested in something that makes them feel nurtured, not just moisturized.
The Johnson’s Soft tag line is, “Let us nurture your skin. Again.”
Research by Johnson’s shows that skin softness can be measured by surface smoothness, hydration and physical rebound of skin, all of which decline with age. Dealing with these fundamentals “runs through all the products, with clinical data capturing that. A critical piece is also delivering the nurturing aspect,” said Anna Prilutsky, associate director of Johnson’s franchise, R&D.
Prilutsky added that Johnson’s claims go beyond those of brands such as Dove and Olay [Ribbons]: “Instead of leaving the moisture on the skin, we can penetrate the skin and hold moisture in.” Humectants, she said, rather than oils, help do this.