Johnson's VITALITY recently focused on strengthening its adult proposition via an evolved brand footprint. The intent of this is to provide a strong foundation for future activity and innovation. A key part of bringing the new footprint to life and driving growth in Johnson's adult's is delivering benefit led NPI (delivering skin benefits beyond skin type and 24hr moisture) to future differentiate versus both and competition.
Based on local research Johnson’s GSDO team figured that 'healthy' skin is a major area of interest for women as is naturals. Naturals delivering strong skincare benefits represent a significant area of growth for Johnson's Adult moving forward.
Johnson's Skin Nutrition is a New platform for Johnson's VITALITY that promises "Perfect nutrition for healthy, vibrant skin"– harnessing the power of "healthy" and "naturals" across the globe.
The design philosophy was inspired by and consistent with the recently completed brand world and personality. It needed to feel part of new vision for brand from package perspective (new J Vitality WW design) – Specifically the water splash on wash and the lotion swoosh with vitality rays on the lotion.
Target Audience was women 18~35, bulls eye 25 across the regions (skewed slightly younger EMEA than rest of regions).
Consumers should feel happy and vitalized: when they eat well and drink lots of water, they feel healthy and energized – and so do their skin. They will feel more beautiful, alive and outgoing.
