As slight as the alterations might appear, executives at the Johnson & Johnson-owned brand remind that tinkering with such a successful brand takes a delicate hand.
“We have such a loyal following,” said Teresa Gonzalez, product director for Johnson’s Body Care. But after much research, the brand found that its most loyal core consumer is now around 25 years old, much younger than it had thought.
“The brand started out appealing to 18- to 54-year-olds, but because of its price point and positioning, young women are buying us and, based on that, we are trying to upgrade and explore what else we can do to make [the brand] young,” said Gonzalez.
To start, Johnson’s Body Care changed the color palette of its body wash and lotion items from white containers to colored ones instead. New containers all use the words “Body Care” under the Johnson’s logo to point out that the items are for adults and not children. The words “soft lotion” and “soft wash” have been eliminated. And the Nourishing line is now called Feeling Healthy, while Extra Care is now called Deep Hydration, and the 24-Hour Lotion has received an updated formula.
“It took a year and half of deep validation to make the current changes,” said Gonzalez.
Not everything has been altered, however. The classic bottle shape has remained. “We don’t want consumers to be lost at the shelf,” said Gonzalez.
New items include Be Radiant, a lotion and wash that are formulated to even skin tone with cocoa butter and shea butter, and Forever Fresh, a lotion and wash that help awaken skin with a time-release fragrance.
All 12 of the new and updated items will land on shelves in January.
In total, there are 22 Johnson’s Body Care items, which also include travel and tube sizes. Each item is priced at $5.49.
TV ads are scheduled to break in February.