Johnson & Johnson has been a household name in India, trusted by millions of mothers for the happy, healthy development of their babies. Taking this commitment of safe and gentle care forward, JOHNSON’S® expands its range to include special products for kids 2 years and above. Johnson’s entry in this segment starts with special hair care products - Johnson’s Active Kids Shampoo’ in 2 variants - ‘Clean & Fresh’ and ‘Soft & Smooth’.
Extending the science-based innovation in baby care, the new range is carefully crafted to help mothers meet their kids’ changing need at all stages of life. This launch allows JOHNSON’S® to build on the science and care platform, leverage the strong trust in the brand name and drive share in an emerging kids’ personal wellness category.
Johnson’s understands that as kids grow, their hair also changes and needs its very own special care. Even though kids are physically active, their hair is only half as thick as adult hair, making it weaker and more prone to damage. Added to this, it becomes sweaty, smelly, rough & tangled due to oil, dirt & sweat, especially during outdoor play-time.
Research data* indicates that a third of mums start using an adult/family shampoo on their kid’s hair by the age of 3 with progressive increase in usage as the kid grows up. Qualitative studies suggest they do so by making a few quick-fixes such as diluting the shampoo before usage to manage the harshness on hair or shampooing the back of the head by putting hair in front to avoid contact with eyes.
Bringing together the science of hair and skin care and the needs of a growing kid, Johnson’s has specially formulated Johnson’s Active Kids range of shampoos with two variants - Clean & Fresh and Soft & Smooth, which come with its iconic Johnson’s ‘No More Tears’ formula.
The size of the shampoo market in India as per AC Nielsen stands at Rs. 5752 cr. There is no specific or focused product targeted at kids1. Mr. Ganesh Bangalore, Vice President Marketing, Johnson & Johnson Consumer (India) says, “Active Kids is a result of Johnson’s extensive scientific research and legacy of need-based innovation. 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. It is specifically targeted to give mothers a product that assures her that she is giving her best to her growing kid with Johnson’s”.
Recognizing the rising levels of awareness and the need for age-specific products among Indian consumers, JOHNSON’S® continues to serve the evolving needs of mothers across ages & stages, with the right innovation & investment in need-based products.
At present JOHNSON’S® Active Kids Shampoo will be available in 100 ml & 200 ml SKUs priced at Rs. 95/- and Rs. 175/- each. Given the huge untapped segment between 3 - 10 year olds, Johnson & Johnson has strong future plans for this range as well.
Johnson’s® is the undisputed leader in baby care with its Clinically Proven Mild products trusted by mothers and recommended by doctors for over 120 years. This heritage of trust is built upon a deep understanding of what it takes to keep the baby’s delicate skin healthy, making Johnson’s® Baby one of the most beloved brands amongst mothers in India. Going beyond ‘clinically proven mild’ products, the brand believes in building a portfolio of baby-care products that are ‘Always Best for Baby’. As an expert on baby care, JOHNSON’S® has been advancing baby science and setting the standards in baby care. JOHNSON’S® offers baby and adult products in over 175 countries.
- 1 AC Nielsen MAT 2016â€“ Shampoo Category
- ^ Based on the consumer test report conducted at Manila and Technical support data generated at Takasago, China by Johnson & Johnson in Sept., 2013.
- *JB Penetration Study, Nov'17 Qualitative Studies