±±¾©Èü³µpk10 understands the brand, led by group marketing manager Niamh Finan, will brief several UK agencies to turn the creative concept into a fully integrated digital, PR and in-store campaign.
The brand plans to launch the best idea in the third quarter this year.
Johnson & Johnson is losing market share in babycare categories, as price-conscious consumers opt for own-brand products from supermarkets and retailers such as Boots, according to data from Nielsen supplied to ±±¾©Èü³µpk10.
The value of the baby wipe category in the 52 weeks to 25 June came to £187.2m, with Johnson & Johnson holding 14.1% market share, a year-on-year decline of 21.6%. Own-label competitors held 42.5% of the market, up 6.5% year on year.
The story in baby toiletries was similar, with the total market at £95m over the same period, and Johnson & Johnson holding 44.4% of the market, a decline of 6.8%. Private label was up 2.3% to 11.2% of the market.
In the US, Johnson & Johnson is fighting more than 1,000 lawsuits for ignoring studies linking its talcum powder to an
Johnson & Johnson would not comment.
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