The Rs 5,000-crore skincare market in India will soon have a new player where baby care specialist Johnson & Johnson (J&J) is scheduled to launch its specialized skincare brand Neutrogena in India. The launch of Neutrogena sometime in the month of August comes after the company first tested Indian waters with the Clean & Clear range. However, the decision to introduce Neutrogena comes exactly a year after J&J rolled out a test market to capture customer receptiveness to the product. Meanwhile, actress Prachi Desai is the brand ambassador for Neutrogena and the brand will be introduced within a month.
The launch, however, follows a test market of the brand in India done in 2008 while the delayed foray into India comes as the entry strategy was found to be unviable when the company conducted the test market a year back. However, with Neutrogena range in the offing, J&J is looking to get a strong foothold in an arena dominated by MNC as well as Indian brands by creating a bunch of offerings. Additionally, after the venture of the two brands, the next logical step would be to take the J&J soap brand into the adult category. Although, a specialized skincare claims about Rs 700 crore of the entire skincare pie, the category is growing at 15% with more product entries and awareness going northward.
The launch, however, follows a test market of the brand in India done in 2008 while the delayed foray into India comes as the entry strategy was found to be unviable when the company conducted the test market a year back. However, with Neutrogena range in the offing, J&J is looking to get a strong foothold in an arena dominated by MNC as well as Indian brands by creating a bunch of offerings. Additionally, after the venture of the two brands, the next logical step would be to take the J&J soap brand into the adult category. Although, a specialized skincare claims about Rs 700 crore of the entire skincare pie, the category is growing at 15% with more product entries and awareness going northward.
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