Neutrogena boosts skincare line

The Johnson & Johnson label expects its new Blackhead Eliminating line to be a big hit for retailers.

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By  David Ingham Published  May 8, 2005

Neutrogena believes it is offering retailers the right product at the right time, in the form of its new Blackhead Eliminating line. According to the company’s research, there is massive demand in the region for a skincare product that both eradicates blackheads and prevents new ones, but nothing that currently does the job. “This product has huge potential,” enthuses Diala Kassem Sammakieh, senior brand manager for Neutrogena, a Johnson & Johnson label. “The blackhead has been declared the number one problem in skincare by women.” The line consists of three products: a face mask for use two or three times a week, a daily scrub and a liquid astringent for use two or three times a day. Each of the three items retails for the equivalent of US $7 in local currencies and the line will be listed in ‘class A’ pharmacies and supermarkets. To support the launch, Neutrogena has been running a big campaign that includes TV, outdoor and print advertising as well as window displays, point of sale (POS) materials and gondolas. “It’s the biggest support campaign that’s ever been conducted by Neutrogena [in the Middle East], if not by J&J,” Sammakieh says. “We’re putting a lot of money behind it because we believe in the product.”

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