Neutrogena launches facial care products in supermarkets

Johnson & Johnson’s brand Neutrogena is expanding its presence in supermarkets (GMS) with its Hydro Boost line of hydrating facial care products.

Neutrogena is no longer hiding its ambitions for growth in the GMS sector. After being present in this channel primarily with acne treatment products, the brand has expanded its offering to include body care derived from its renowned Norwegian formula. This move might seem surprising since the iconic Norwegian Formula hand cream has been sold in pharmacies and drugstores for a long time. However, this decision was just the first step in conquering the GMS market. Following the success of its body care products at launch, Neutrogena is now tackling a new category: facial care.

### Hydrating Offer for Ages 25-40

To stand out in a GMS market dominated by anti-aging products, the brand chose to focus on the hydration segment with a reliable choice: Hydro Boost. This line is already a hit in the United States and Asia. At the heart of this range are two water-based products, currently very trendy: the aqua-gel for normal to combination skin, and the gel-cream designed for dry skin. The key active ingredient in these products is hyaluronic acid, which can retain up to 1000 times its weight in water. The “premium” positioned products are priced at €12.50 for 50 ml. The target audience is women aged 25 to 40, who have “transitioning skin,” meaning skin that is beginning to lose firmness before wrinkles appear. The line includes, among other items, a cleansing lotion (RRP €4.99 for 200 ml) and a hydrating aqua-gel (RRP €4.99 for 200 ml).

### Drawing Inspiration from Selective Distribution: The Winning Strategy

79% of women seek information about product benefits and expert advice. To attract these new consumers, Neutrogena and Globe designed the Hydro Boost Corner: an ultra-premium shop-in-shop featuring a team of beauty advisors dedicated to the range and developed the “3 Steps to Hydrate” routine.