How do you introduce Middle America to the south of France? Johnson & Johnson’s skincare brands team took on the challenge last year, launching a French brand in the U.S. market. From bonjour to voila, they embarked in foreign territory, identifying the brand’s U.S. consumer, building messaging and strategy with insights from outside of food, drug and mass, and, supporting the launch at key retailers, each with differing shelf resets. The “je ne sais quoi”: an integrated strategy pooling resources across brand, consumer promotion, agencies and shopper teams, resulting in a range of insights and strategy options by retailer and region. Attendees will:
- Learn how cross-function collaboration produces deeper, richer insights for building and refining consumer profiles.
- Discover how the Skincare team systematically identified regional and retailer strategies for the launch.
- Hear how the integration contributed to a more efficient and effective U.S. product launch.