FELLOW TRAVELERS: When Renova, Johnson & Johnson’s new prescription-only antiaging product, goes into full distribution next week, it will be only part of the story.
At least that is the hope of J&J’s Neutrogena division, which is preparing to market a handful of companion products for use with Renova. The products, bearing stickers that say “Renova Compatible,” will be shipped in April.
Renova, which will be sold only in drugstore pharmacies, was designed to be used with a skin care moisturizer and a sun protection product with an SPF of at least 15.
Neutrogena formulated a new nondrying cleanser for the Renova regimen and paired a 2-oz. trial-size tube of the product with an equally small version of moisturizer with an SPF of 15. This “starter kit” will retail for less than $10, according to Lori H. Bush, vice president of marketing at Neutrogena.
In its regular 5.5-oz. size, the cleanser normally is $8 and the 4-oz. moisturizer, $12.
Neutrogena took three other products out of its regular line — Neutrogena Light Night Cream, Sensitive Skin Sunblock SPF 17 and Neutrogena Glow Sunless Tanning Lotion for the Face — and designated them Renova companion products. The night cream retails for $12 and the other two items for $9 each.
When J&J unveiled Renova in January, executives said they expected it eventually to generate a volume equal to or more than the $100 million done in the U.S. by the company’s anti-acne product, Retin A.
Bush said Neutrogena will distribute display units, holding eight starter kits each, to as many of Renova’s 13,000 key pharmacies as possible. She said Neutrogena has no preconceived notion of how much business the companion products will do. “It could be a nice little opportunity or the biggest thing we have ever done,” she said. “That is the reality.”
HENKEL’S ANNUAL REPORT: German chemicals and consumer products company Henkel reported sales of its cosmetics and toiletries were down 2 percent in 1995 to $948 million (1.37 billion marks). The company, whose brands include Fa body care and Poly hair colors, said that when calculated in local currencies, sales were up 1 percent over the previous year.
In a statement, the company said attractive prices and increased promotional activities had helped its brands combat difficult market conditions in Europe. Henkel noted Fa was the focus of its new business in southeast Europe and Southeast Asia. It said the addition of the Country Colors range under the Poly brand last year had been successful.
CACHAREL’S NEWEST CREATION: Cacharel has spun a fresh-smelling sister scent, Eau d’Eden, off its Eden range. The transparent floral fragrance is aimed at customers aged 18 to 30 — younger than the Eden target — and is priced 10 percent below Eden.
Cacharel recruited Jean-Paul Goude to develop the print and TV advertising, and earmarked $18 million for advertising and promotions, which will include innovative tie-ins with magazines and special events. The scent will be launched in Europe (except for Germany, Austria and certain parts of Switzerland, where the brand is weak) in late April. It will be rolled out to Asia (except for Japan) and some Latin American countries later in the year. At present, no U.S. launch is planned. Cacharel projects a wholesale volume of $30 million worldwide this year for Eau d’Eden.
EXECUTIVE CHANGES: Lawrence J. Aiken, who bought The Perfumer’s Workshop Ltd. in January, is building a new team. Thomas Kennedy has been named vice president of sales, overseeing the Tea Rose, Rosebud, Samba, Watercolors and Les Girls fragrances.
Kennedy, who most recently was president and chief operating officer of the Winwood Group, succeeds Lester Kaplan, who left The Perfumer’s Workshop in early February.
FREE-FOR-FEMMES: For International Women’s Day on March 8, LancOme will offer a sample box of three miniatures (Poeme, Primordiale and either a lipstick or mascara) to all women shoppers at its 2,500 perfumery and department store doors in France. Lancome is advertising the freebies March 6-8 on the radio stations Europe 1, Europe 2 and RFM.
In a separate promotion, Lancome is offering a pearl gray satin handbag with the purchase of more than $70 (350 francs) worth of products March 5-19 in those same stores. The company is also sponsoring a beauty survey to be published in the March 4 issue of French Elle. The first 1,000 participants will receive prizes, including a year of free Lancome products, a bottle of PoEme perfume or a six-month subscription to Elle. The survey results will be published in Elle May 6.