J&J sells three Aveeno variants in the UK, for dry skin, cleansing and daily moisturising. Next year's campaign will focus on the launch of further variants currently available in the US.
Jergens, an established skincare brand in the US, announced in March that it was planning to launch its moisturiser range in the UK. The company, which positions itself as a mass-market alternative to pricier natural products for women, has little direct competition in the UK.
In the US, Aveeno and Jergens compete against each other. The brands have similar packaging design themes.
Aveeno positions its skin-care products, which contain natural ingredients such as colloidal oatmeal and shea butter, as ideal for use on sensitive skin.
Jergens' Japanese parent company, Kao Brands, backed the launch of its range in the UK with a £5m drive in which ads carried the strapline '95% natural for 100% performance'. The push made it the UK's second-biggest bodycare advertiser. Market leader Dove spent £6m on advertising in 2008, according to Nielsen Media Research.
Kao said it believed that the recession would generate business for lower-priced natural skincare brands. Its products are aimed at 18- to 49-year-old women.
In July, Burt's Bees, another leading personal-care brand in the US, announced plans to double its UK marketing spend in an attempt to boost its sales here by 70% in 2010.
The brand, which is currently worth about £7m in the UK, claims a 25% share of the US market for natural personal-care products. Its stated ambition is to be the world's number-one natural personal-care brand by 2015.
Burt's Bees' activity will include expanding its offering in the UK, starting with a range of acne products.
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