Teen market further targeted by Johnson and Johnson
designed for teens who do not suffer from problem skin in an
attempt to cash in on the increasingly affluent young consumer
group.
The range will be part of the Clean and Clear brand which is already well known for products designed for oily and problem skin, however this will be the first time the brand is targeting teenagers with normal to dry skin. Teens with dry skin ignored According to the company there are few products available for teenagers who do not have oily skin which results in many young consumers suffering from overly dry skin. The range Clean and Clear Soft includes a night cream formulated to replace lost moisture overnight - a product which hitherto has been more associated with anti-aging ranges than products for young consumers. In addition, the range includes a day moisturizer that contains SPF15 in order to protect the skin from UV rays. Similarly moisturizers containing sun protection factor are often associated with products designed for older skin however the move mirrors widespread concern about the laissez faire attitude adopted by some teenagers regarding sun protection. The range also includes a treatment product the Soft Steam In-Shower Facial designed to deeply hydrate the skin when applied for a minute in the shower. Teen market growing The Soft line is likely to further the Johnson and Johnson-owned brand's already extensive presence in the teen skincare market. The market is already significant and is expected to grow significantly in the coming years. Packaged Facts expects annual US sales to reach $8bn by 2009, increasing from the current market size of $6.9bn. The market research company expects much of this growth to be driven by targeted marketing from leading personal care players who are most likely to benefit from the trend. Leading players will not only benefit from an increasingly affluent consumer group, they also stand to benefit from increased brand recognition which may translate into brand loyalty later in life. With the Clean and Clear Soft range Johnson and Johnson is cementing its position in the market with an affordable range for a previously marginalized consumer group.
