Tuesday, July 3

Johnson's Baby Shampoo Relaunch

It's never too late to reinvent...at least from a marketing perspective. And that's exactly what Johnson's Baby Products is doing with its core lineup including the 124 year-old Johnson's Baby Shampoo.

Reinvention is a the core of staying relevant. Continual reinvention is at the core of marketing success.

So Johnson's Baby is reinventing. Fewer ingredients. No dyes. No parabens. Packaging that's easier to use and recycle. All in response to consumer demand for making life, well, easier and less irritating shall we say.

All in response to sagging sales as consumers switch to alternatives. Smart move.

Johnson's Baby Products was one of my very first marketing assignments when I joined Johnson & Johnson after graduate school so many years ago. Perhaps you could say we've both reinvented along the way!

What's your experience? JIM.


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