Johnson and Johnson targets diversifying ethnic market

The Johnson and Johnson-owned brand has developed the Soft and Even range to target problems such as dry skin, uneven skin tone and stretch marks which can be particularly problematic for individuals with darker skin tones, according to the company. The move reflects the evolution of the ethnic skincare category characterised by the increasingly diverse products being designed for consumers with darker skin tones. The range includes a moisturizing body oil lotion containing shea butter that attempts to combat dry skin that can leave darker skin looking 'ashy'. In addition, the company is attempting to reap the benefits from the popularity of natural ingredients with its Soft and Even Skin Tone Enhancing Cream, which includes natural soy as a lightening ingredient. The product is billed as an alternative for those who are sensitive to formulations containing the chemical skin lightener Hydroquinone and claims to brighten skin tone, even texture and reduce skin discoloration. A further product in the range targets the appearance of stretch marks claiming to reduce the appearance of the marks in four weeks. ​Diversification within the ethnic market ​ Ethnic skin care is a growing category within the beauty industry and manufacturers are beginning to diversify the products they are bringing to the market. A number of leading players have released ethnic-specific ranges such as Pantene's hair care ranges designed to help the frizzy hair problems and breakage problems associated with Hispanic and African-American hair types. The ethnic-specific cosmetics market was estimated by market research company Packaged Facts to be worth $1.9bn having grown 19 per cent between 2001 and 2006 . Furthermore, in a report published last year, Euromonitor stated: "Major cosmetics and toiletries manufacturers are watching these (ethnic hair care, skin care and color cosmetics) categories closely because they consider them major potential areas for growth."​