Johnson and Johnson 2008 Annual Report Download - page 22

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





Science is the catalyst
behind many of our growth
strategies. This includes
organic growth of iconic
brands, new ventures and
even emerging markets
where the scientific
and technical challenge
is to develop and grow
products that are eective,
appealing and provide
value to consumers
across cultures and
socioeconomic groups.
Worldwide demand
for products using natural
ingredients continues to drive growth
for the ® brand, which uses
a science-based approach to develop 
™ with superior ecacy. Long
known for its natural oatmeal products,
® has expanded its lineup of natural
ingredients to include soy, Feverfew ™ and
Natural Shiitake Complex, among others.
In 2008, ® continued to grow,
introducing the ® 
™ Lifting and Firming Facial
Skincare line with Natural Shiitake Complex
and Natural Wheat Protein. The line
includes a daily exfoliating facial cleanser,
a rejuvenating serum, an eye cream, a daily
moisturizer with SPF 30 and a night cream.
All are designed to work with the skin’s
chemistry to deliver anti-aging benefits. In
clinical studies, 97 percent of women showed
improvement in four weeks.
In other skin care news,  ®,
the No. 1 skin care brand for young women,
built on its leadership position with
the continued success of the ®
Acne Control Kit. It also launched
the ® ™
Exfoliating Cleanser, a water-resistant
battery-operated, hand-held applicator that
helps get rid of stubborn blackheads and
prevent new ones from forming. The brand
continued to expand internationally, launching
successfully in India with a campaign of
culturally relevant television advertising.
® With a
presence in 175 countries, ®
Baby continued to gain new users and to
grow its business in international markets.
Growth was driven by a focus on the core
business, including the original pink
® Baby Lotion, which now
has a clinically superior formulation and
moisturizes for 24 hours.
 ® Body Care experienced
strong growth in Japan, thanks to a successful
extension into adult moisturizers and
cleansers. The ® brand is now
No. 1 in the Japanese body lotion market and
No. 2 in body cleansers.
® also has been providing
innovative solutions to consumers in
emerging markets, most notably by driving a
switch from bar soap to ® liquid
cleansers, which are milder and less irritating.
In January 2008, McNeil Consumer
Healthcare Division of McNEIL-PPC, Inc.
launched ® (cetirizine HCl) for sale
without a prescription in the United States,
in what was the largest Rx-to-OTC switch
in the Company’s history. The OTC rights
to market ®, which until the
launch was the No. 1 prescription allergy
medicine in the U.S., were gained
as part of the 2006 Pfizer Consumer
Healthcare acquisition.
Early launch eorts focused on ensuring
that a large percentage of ®
prescription users followed the brand
from Rx to the OTC side. We also worked
to grow the market and capture share from
allergy suerers using other Rx and OTC
medications for whom ® would be
appropriate. ® (cetirizine HCl
5 mg/pseudoephedrine HCl 120 mg), which
combines ® with a decongestant,
was launched at the same time.
Working with the pharmaceutical
business was an important component of
the launch success, allowing McNeil
Consumer Healthcare to work with health
care plans, pharmacy benefit managers,
national retailers and employers before the
® launch to educate and inform them
about the switch. Thanks to these eorts,
millions of ® prescription users
received switch
information
and a coupon
from their health
plan, and millions
more ®
and allergy
prescription users
received a similar
communication
from their
employer.
   
Consumer Health Care
JOHNSON & JOHNSON 2008 ANNUAL REPORT