Johnson and Johnson 2008 Annual Report Download - page 11

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9
                   
Personalized Skin Care
herie Price says she used to be self-conscious about her face
breaking out. “Being an actor, it’s very frustrating,” says the Los Angeles resident.
“You don’t want to worry about people judging you only by your face.”
Los Angeles actor Cherie Price says her face is her calling card, but her acne was
giving the wrong impression. Then she found out about skin i™ from Neutrogena Corporation, the first personalized
acne solution that’s based on an individual’s skin and lifestyle. “It changed my complexion, my skin, my life,” she says.
Cherie had tried for years to find the right acne treatment.
While drugstore shelves oered so many options, she never knew
which to choose, and those she tried just weren’t right for her.
Then she found out about skin i™ from NeutrogenaCorporation,
the first personalized acne solution that’s based on an individual’s
skin and lifestyle.
At Neutrogena, one of the Johnson & Johnson Consumer
businesses, scientists sought a way to personalize skin care so
that each person’s acne treatment would meet his or her
particular needs.
“We realized that if we could create a way to hear from each
person about his or her needs, lifestyle and preferences, we could
deliver a more eective, personalized solution,” says Bobby Sheikh,
launch Product Director for skin i™. “Because most stores
generally aren’t equipped to help people through the personaliza-
tion process, we developed products and a distribution model that
sells the skin i™ product line directly to consumers.”
Available exclusively through www.skinid.com or a hotline
(866-742-0201), skin i™ uses a proprietary, dermatologist-
developed skin evaluation. The result is a personalized regimen
consisting of three products: a cleanser and two other products,
such as a hydrator and an anti-acne treatment or a toner
and a moisturizer.
“It takes you through the steps to define your acne problems,”
says Cherie, describing the free skin i™ evaluation on
www.skinid.com. “I liked it a lot. It was very personalized.”
The skin i™ regimens were tested in a randomized double-
blind, placebo-controlled study with industry-leading acne
treatments. Five hundred participants were treated for eight
weeks. “The results were spectacular,” says Sheikh. “We could
see that we were improving people’s lives.”
“I felt amazing and couldn’t stop looking in the mirror,” says
Cherie of her results. “It was a life-changing experience, and
I saw my face change for the better.”
PERSONALIZED SKIN CARE
In a French advertisement for the new
LE PETIT MARSEILLAIS™ orange blossom
shower gel, a father and son encounter a tree
covered in orange blossoms in the South
of France. The scent reminds the father of
when he met and fell in love with the boy’s
mother. His reminiscence is interrupted
when the boy remarks that the smell makes
him think of their shower at home.
Many Johnson & Johnson consumer
brands are part of people’s daily health
and hygiene rituals around the world.
LE PETIT MARSEILLAIS™, a trusted family
brand with a 100-year heritage, leads the
French market for personal cleansing. It was
part of a 2006 strategic acquisition of Groupe
Vendôme by Johnson & Johnson SA France
and has enhanced the Johnson & Johnson
adult and baby skin care businesses.
Each year, 40 percent of French house-
holds buy at least one LE PETIT MARSEILLAIS™
shower gel, soap, bath or hair care product.
The products promote well-being and
emphasize benecial ingredients found in
nature. LE PETIT MARSEILLAIS™ is enjoying
double-digit sales growth as part of the
Johnson & Johnson Family of Companies.
“Since the acquisition, we have access
to greater marketing resources, and we’ve
been able to accelerate plans to expand to
additional markets,” says Eric Panijel,
General Manager, Laboratoires Vendôme.
“We also benet from research capabilities
that fuel innovative product development.”
An average of 30 new LE PETIT
MARSEILLAIS™ products are launched
each year. New in 2008, orange blossom
shower gel quickly became one of
the top three shower gels in France.
While a lighthearted ad helps, so does
the brand’s heritage. Panijel says, “LE PETIT
MARSEILLAIS™ has a special place in the
minds of French people.”
OUR CARING EMBRACES:
A TRUSTED
BRAND
C