Johnson & Johnson targets 'Active Kids' with shampoo range

Seeing a shampoo gap​

Using its marketing banner, Active Kids, Johnson & Johnson has created two variations of its latest shampoo release, formulated under its ‘No More Tears Formula’.

As on-the-go beauty lovers search for products that provide multifunctional sweat-proof, sun-protective and practical benefits through moisturisers, foundations and packaging, active beauty is a significant trend that is expanding throughout beauty and personal care sectors in APAC.

Recognising the "untapped segment”​ of the 3 to 10-year-old market and the demand for active, convenient and easy-to-use personal care solutions, Johnson & Johnson has merged active demands with the child-specific market opportunity.

"This foray into a growing kid's personal care segment is in line with our core philosophy of bringing the power of science to enable happy healthy growth through clinically proven, products specifically designed for this age group,"​ said Ganesh Bangalore, VP Marketing, Johnson & Johnson Consumer (India) to the press.

Staying competitive​

Johnson & Johnson dominates the marketplace in the leading APAC region, with value shares recorded at 75% in 2015.

The Indian arm of the US baby and child product supplier does, however, face ongoing competition from rising brands such as Dabur India, Himalaya Drug, and Wipro, which operate with 10%, 3% and 2% market share, respectively, and are all seeking to get ahead of emerging trends and become the consumer brand of choice.

Education has been a key objective for these leaders within the industry and region. Information and growing awareness relating to baby and child-specific products in India have led to healthy sales growth.

India: A healthy marketplace​

This has attracted a growing number of new consumers and producers alike, who to date have not yet explored the baby and child personal care arena, leading to both a rise in product availability and further sales.

Increasing disposable incomes are also set to help develop this segment further as household brands are planning to target affluent urban families with a range of creative, contemporary and functional packaging options that include shampoos, baby oils and body washes.

Sales of baby and child-specific products, such as Johnson & Johnson’s shampoos, are expected to hit INR 16 bn (€230 mn) by 2020.