J&J Penaten Skin Care

J&J Germany


The Challenge

Introduction of a line of adult skin care products in Germany under the Johnson’s brand, Penaten. The Johnson’s brand does not exist in Germany. Penaten has all the J&J brand equities of mothers and babies, caring and trust and pure products.

The Idea

Speak to a young mother with the message, “Who takes care of the ones who care?” and offer the benefit of “The beautiful glow of healthy skin”, and add in a visual device of glowing skin.

The Result

The successful launch of Penaten Skin Care Products for adults.