Neutrogena is one of the biggest brands in the personal care portfolio of Johnson & Johnson, and the company's highest spending advertiser in the US, far ahead of stablemates such as Tylenol or Listerine. It is America's #1 general skincare brand, available in a wide variety of products, ranging from cleansers and moisturizers to haircare products, cosmetics and anti-aging creams. In total the brand embraces more than 250 separate lines, including sub-brands such as therapeutic shampoo T/Gel, full haircare range Clean, Visibly Firm, Visibly Young and other anti-aging products, and Norwegian Formula hand and body creams. Recently it has established a strong presence in acne treatments with its SkinID range and a range of powered products including Neutrogena Light Therapy, an unsual medical device for home use that uses light frequency to clear facial acne. The brand has successfully countered the rapid expansion of Olay and Dove in skincare, cleansing and haircare, and has been able to maintain a position in cosmetics where Olay was forced to admit defeat, while also expanding its range of dermatological products. Neutrogena's main weakness is its profile outside North America, where it is considerably less well-known and is present in a much smaller selection of premium skincare and haircare segments. It is marketed in Japan under license by Shiseido through subsidiary company Prier Co, and was introduced in China for the first time in 2004. Neutrogena relies heavily in its marketing on endorsements from professional dermatology experts, and has established an advisory board to endorse and consult on new products. It was one of the first beauty care products to seek professional endorsements back in the 1960s, and continues to use the "Dermatologist Recommended" slogan to promote its range. It is partnered within the J&J portfolio by three other flagship brands: Aveeno, Clean & Clear and RoC. Kerry Sullivan is general manager of Neutrogena, based in Los Angeles.
Capsule checked 13th November 2019
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Who are the competitors of Neutrogena? The personal care segment is highly competitive, and Neutrogena's main rivals are P&G's Olay, Estee Lauder's Clinique, Beiersdorf's Nivea and Unilever's Dove, as well as L'Oreal's Plenitude in the anti-aging segment. See Personal Care Sector for other companies
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