Johnson & Johnson launches skincare range Aveeno in India

Johnson & Johnson, a pioneer in baby skin care for more than 120 years now launches Aveeno with a baby care and a body care range in India. Aveeno Baby which already has presence across six categories and 22 markets will mark Johnson & Johnson’s foray into premium baby care segment in India.

Eyeing leadership in the 130 crore premium baby care segment that is growing at around 25% year on year, Aveeno Baby which is the No.1 trusted brand by US pediatricians for the use of natural ingredients, will offer a varied range of baby care products to meet baby skin care needs.

Talking about the launch of Aveeno, Deepali Agarwal – General Marketing Manager Baby Franchise said, "As experts in baby care, we realised that there is an emerging segment of mums who have a bent towards wellness lifestyle and are seeking baby care products with real skin care benefits. Aveeno Baby with the power of Active Natural Oats, brings a unique combination of natural ingredients & scientific efficacy in baby skin care. Our range of Aveeno Baby products is designed for daily nourishment of normal skin as well as for special care for sensitive skin"

Aveeno Baby has the unique active naturals colloidal oatmeal which has 5 essential nutrients (Proteins, Vitamins, Lipids, Enzymes & Anti-oxidants) found in baby’s healthy skin which helps cleanse, moisturize, protect, soothe and helps restore pH of baby’s delicate skin.

Explaining the science behind the range, Ram Shukla, Senior Director – Research and Development said, "Active Naturals are natural ingredients sourced from nature, uniquely formulated and scientifically proven to deliver real skin benefits. Our commitment is to source only the nature’s finest ingredients and then use our proprietary science to make them better, stronger, more effective and safe for the needs of baby skincare."

During the panel on healthy skincare for babies, Dr Shehnaz Z Arsiwala said, "Colloidal oatmeal based moisturisers are useful for routine skin care. Oats are the natural ingredient most recommended by dermatologists globally. As a skin protectant, active ingredient oatmeal can help restore skin’s normal pH and aid in the maintenance of skin’s moisture barrier to help prevent and protect dry skin. It would be well suited to balance the impact of all environmental impact on the skin and restore it naturally."

Aveeno has undertaken strong marketing communication to educate consumers on real skincare benefits of Aveeno. Given the increasing premium segment within India, Aveeno will be launched with a fully integrated marketing campaign to reach the right audience in an engaging way.

Aveeno Baby has 3 different ranges – Aveeno Baby Daily Moisturizing range, Aveeno Baby Soothing relief moisturizing range and Aveeno Baby Cleansing Therapy Available in 5 SKU’s, Aveeno Baby products are priced between INR 799 & INR 999 for packs ranging from 236 ml to 354 ml.