By  on April 1, 2011

Korres and Johnson & Johnson Consumer Products Co. made their debut as business partners Thursday afternoon, and their message was clear: Korres will remain true to its prestige roots for the foreseeable future. The announcement quells forecasts that J&J would haul the natural skin care brand into the mass market, where it owns 25 percent of skin care market share.

J&J, which entered into a licensing agreement with Korres branded beauty products in North America in September 2009, also announced plans for a Korres print and TV advertising campaign this year. Stefano Curti, J&J’s newly named president, global skin care, talked about the need to grow brand awareness for Korres, which he “fell in love with” after meeting its founders, George and Lena Korres, in Greece several years ago.

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