Should the Tail Wag the Dog?
After 124 years of marketing the same product, perhaps a re-brand is well overdue.
Johnson and Johnson's iconic 'no more tears' baby products have seen a decline in sales as consumers have been opting for alternatives in this crowded market.
What a fantastic opportunity for one of the world's biggest FMCG companies.
Unfortunately, there's a problem.
Industrial chemicals are J&J's main business. Their consumer goods devision are important but not their main focus. When a project isn't the main focus, things can get overlooked or treated slightly differently.
J&J's view on the 'natural', 'organic' or 'green' market is a predictable way to go.
These words have been hijacked by marketing departments. There are no agreed definitions of these words in cosmetics and personal care. Any 'seal' of approval is generally provided by commercially driven companies trying to force their particular agenda onto our industry. The more they push their definitions onto brand owners to adopt, the more money they can make.
But what about science? You know, the chemicals that actually make up the stuff you are putting on your skin and hair? Where's the scientific community's voice in this. Are they not to be trusted? Kept in a room far away from the party like the embarassing relative at Christmas?
J&J have a real opportunity to show leadership and drive the market instead of following a well trodden and, frankly, misinformed path.
Innovation and leadership is what our industry needs. Playing catch up is pointless.