By Cheranka Mendis
The number one dermatologist recommended skincare brand, Neutrogena, last week took its stand in Sri Lanka, entering the market with six new products and a star appearance of one of their brand ambassadors.Neutrogena, a member of the Johnson & Johnson family of companies, entered the local market with Brand Ambassador Prachi Desai of ‘Rock On!!’ and ‘Once Upon a Time in Mumbai’ fame.
Desai, who claimed that she was a user of Neutrogena even before she became an Ambassador for the product a year and half ago, expressed that the brand was what made her skin glow. “It makes me happy and does wonders to me. I completely trust Neutrogena and have done so for the past few years, it has never let me down,” Desai said.
The brand, which is known as the biggest revenue generate under the Johnson & Johnson consumer product range, has earned US$ 3.5 billion in 2009 as revenue and has been in existence for the past 60 years. “With the growth in Sri Lankan economy, we are confident that it is the right opportunity to enter the market. Besides, our other brands Johnson & Johnson baby care range and Clean & Clear are quite popular in Sri Lanka,” Head of International Business, J&J Consumer India Kapil Kamboja said at the launch.
Sri Lanka is viewed as a growing economy with dipped inflation and stability, leaving the people with more dispensable income which would create an eager customer base.
“From a South Asian perspective Sri Lankan consumers are always modernised and more vivid than their counterparts in neighbouring countries. We believe that the environment for health related businesses has been set and that Sri Lanka would embrace more such companies in the future.”
The launch highlighted the presence of 16 products in five categories which ranges from cleansers to moisturisers. However, Sri Lanka should look forward to sun protection products in the near future. Considering all things go well, an anti ageing screen might also hit the stores soon.
“We are currently analysing the local market. If the demands for such products (anti ageing products) are increasingly large, then we will put those into the market,” he said.
It was noted that the skin care habits of women are fast changing in Sri Lanka and that the facial skincare category will double in two years. For the new products to reach their target, Johnson & Johnson marketing/distribution agency in Sri Lanka, CIC, has taken multiple steps to even out the distribution of the new products. The products, which will reach a wide customer base through a multiple distribution channel, will join with a leading dermatologist in Sri Lanka to promote Neutrogena. Starting 1 November, counters will be set up in leading supermarkets to give the customers a unique experience. The products will also reach the shelves of supermarkets very soon. The company hopes to start a mega promotional campaign touching all points of society to have what it calls “impactful visibility.”
A first in the South Asian continent, a Neutrogena loyalty card for VIPs was also launched at the event. The card gives access to special promotions and events organised by Neutrogena. The first card was handed over to Brand Ambassador Prachi Desai by Managing Director CIC Samantha Ranatunga.