Johnson’s has learned that taking care of mom may be just as important as taking care of baby. Johnson’s Melt Away Stress is a three-item range designed to relax and soothe adults, mainly moms. The line, which ships to retailers in March, arrives in stores just six months after Johnson’s Nourishing Renewal, another adult range, which executives at Johnson’s, a division of Johnson & Johnson, said was performing well in stores.
“We have had some good success with the Nourishing products. Information Resources Inc. data shows [Johnson’s adult skin care overall] had a 1.8 percent dollar share [in October]. We are aiming to double the [adult skin care] business by some time next year,” said Fred Tewell, group product director for Johnson’s adult skin care division. Prior to the repositioning, the division had a dollar share of just over 1 percent.
Johnson’s research showed there was an opportunity to help adults manage stress better, said Bryant Ison, product director for Johnson’s adult skin care. According to that research, 44 percent of adults feel stress because of work, 62 percent because of their children and 63 percent because of money.
Melt Away Stress has been five years in the making, said Jean Holland, Johnson’s franchise research and development manager.
“We are expecting this to take off and do the same thing as [Andrew Jergens’ Natural Glow]. There is a real transformational benefit here that is unprecedented,” said Holland.
Melt Away Stress includes Dreamy Night Lotion, 24-Hour Moisturizing Wash and Massaging Moisturizer. Retailers have taken the entire range.
“When we embarked on this, we were looking for benefits beyond skin care,” Holland said.
Each item contains AromaSoothe, a proprietary blend of ingredients that Johnson’s research shows relaxes and can help induce sleep. To use the product effectively, women are encouraged to breathe deeply during application to take in the fragrance. Johnson’s executives said, in trials, users reported that tension and anxiety had been reduced by 50 percent, mood had been enhanced by 30 percent and quality of sleep had increased by 30 percent. Each item will retail for $4.99.
Marketing includes TV, print, mobile phone technology and Internet advertising plans. Johnson’s executives would not comment, but industry sources said they expected the new line to generate as much as $25 million in first-year sales, supported by more than $50 million in advertising.