By  on February 5, 2010

The emergence of a major force on the global beauty stage could herald a battle of titans as Johnson & Johnson Consumer Products Company prepares to roll out one of its largest antiaging breakthroughs since Retinol. The significance of the move is twofold: It serves as a shot across the bow of mass market giant Procter & Gamble with its wildly successful Olay franchise, and accelerates channel shifting as former department store customers opt to buy their skin care in drugstores.

The engine of this transformation is a new technology that allows the benefits of bioelectricity, which has previously been used in wound care, to be applied to the beauty arena, and could generate $65 million in global sales in the first year alone, according to sources. Retailers are already lauding J&J’s new products, which will be interpreted under its three mass beauty skin care brands, Aveeno, Neutrogena and RoC, and sold in kits, priced from $24.99 to $49.99.

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