Refillable packaging is gaining in attractiveness to consumers, particularly in the Asia Pacific region. In 2009, JOHNSON’S® TOP-TO-TOE Self-Foaming Wash 350 ml refill in Japan was upgraded to include a spout for easier opening and pouring.
Refills: Less Is More for JOHNSON’S® Consumers
“As a packaged goods company we must proactively manage waste—the waste that results throughout our value chain, including the waste our consumers generate when they use our products,” says Paulette Frank, Vice President, Sustainability and Environmental Health & Safety, Johnson & Johnson Group of Consumer Companies. “Refillable packaging helps us offer a sustainable solution that meets the needs of our consumers.”
Refills are gaining in attractiveness to consumers, particularly in the Asia Pacific region. They now represent more than 2 percent of total annual JOHNSON’S® sales in the Asia Pacific region and 5 percent of JOHNSON’S® Baby washes and shampoos in that region.
In 2009, JOHNSON’S® TOP-TO-TOE Self-Foaming Wash 350 ml refill in Japan was upgraded to include a spout for easier opening and pouring.
A refill pouch usually costs a fraction of a comparably sized bottle, helping to reduce consumer costs as well as environmental impact. A refill uses less material for the same volume sold, weighs less and costs less to transport.
In developed markets, refills are often used to promote high-volume value deals to consumers, while consumers in emerging markets want smaller quantities with less initial packaging.
“Refill or pouch packs are also sold in very small sizes, allowing mid-tier consumers to buy them as the primary pack and use quality brands like JOHNSON’S® at accessible price points,” says Elkana Ezekiel, JOHNSON’S® Asia Pacific Marketing Director, Johnson & Johnson Consumer Companies, Inc. “These packs are driving growth in emerging markets like China and India.”
Wholesome Skin Care Thrives
New product lines and new markets for existing products continue to provide growth opportunities for the consumer skin care portfolio.
Expanding Brands
In France, LE PETIT MARSEILLAIS™ is outpacing some of its biggest competitors thanks to its 100-year heritage, natural ingredients and good value-for-money positioning. In 2009, LE PETIT MARSEILLAIS™ expanded to new markets, including Belgium, Switzerland, North Africa and, most recently, Greece.
For more than 60 years, AVEENO® has advanced the science of natural products in skin care and is a pioneer in ACTIVE NATURALS® ingredients. To that end, in 2009 the brand launched the ACTIVE NATURALS® INSTITUTE™, an online resource, in the U.S. and Europe, with an aim to increase knowledge about natural ingredients in skin care.
Also in 2009, the brand launched a new AVEENO® NOURISH+ Hair Care line with its latest ACTIVE NATURALS® ingredient, Nourishing Wheat Complex. In August, AVEENO® Soothing Bath Treatment became the first body care product to earn the new Green Good Housekeeping Seal. And in November, AVEENO® kicked off a partnership with TerraCycle to give new life to empty AVEENO® product tubes by “upcycling” the material into eco-friendly items.
Changing Demographics
Increasing population growth and rising consumer income provide an ideal opportunity for NEUTROGENA®, which has recently increased its focus on China and India. First introduced in China in 2004, NEUTROGENA® was relaunched there in 2009 to continue an impressive triple-digit compound annual growth rate.
NEUTROGENA® was launched in India in 2009 and is supported by an exciting alternative channel—the brand’s first flagship store.
