Aveeno makes China de­but on Tmall

China Daily (Canada) - - SHANGHAI - By YU RAN in Shang­hai

yu­ran@chi­nadaily.com.cn

Aveeno, the top-sell­ing nat­u­ral skin­care brand in the US, an­nounced on Sept 1 in Shang­hai its of­fi­cial en­try into the China mar­ket with the launch of an au­tho­rized on­line shop on Alibaba’s Tmall Global.

A sub­sidiary of the United States’ con­sumer goods and phar­ma­ceu­ti­cal com­pany John­son & John­son, Aveeno cur­rently has seven body care and hair care prod­ucts avail­able on this on­line store priced from 75 to 119 yuan ($17.82).

Ac­cord­ing to the de­scrip­tion at its on­line store, the brand’s oats prod­ucts are tar­geted moth­ers in China who are look­ing for nat­u­ral skin­care prod­ucts for their chil­dren.

Since late 2015, many global brands have en­tered the Chi­nese mar­ket through vir­tual plat­forms. Costco, the sec­ondUS re­tailer af­ter Wal­mart, was among the first batch of com­pa­nies to own a vir­tual store on Tmall Global, a plat­form spe­cially tai­lored for for­eign en­ter­prises reach Chi­nese con­sumers.

“Since Aveeno has been gain­ing pop­u­lar­ity among Chi­nese moth­ers in re­cent years with its nat­u­ral in­gre­di­ents, we thought that it is time to bring the brand closer to the Chi­nese con­sumers,” said El­lie Xie, pres­i­dent of John­son & John­son Con­sumer China.

Founded in 1945 by Amer­i­can in­ven­tor and phi­lan­thropist broth­ers Al­bert and Sid­ney Musher, Aveeno was de­rived from the sci­en­tific name for the com­mon oat, avena sativa, as the key in­gre­di­ents in its prod­ucts are col­loidal oats.

It was orig­i­nally made un­der Ry­delle Lab­o­ra­to­ries, a divi­sion of S.C. John­son & Son, which dropped the Ry­delle name in 1989 and was later pur­chased by John­son & John­son in 1999.

The ac­tive in­gre­di­ents in all Aveeno prod­ucts in­clude col­loidal oats or oat ex­tracts, which have been branded as “ac­tive nat­u­rals” to treat es­pe­cially sen­si­tive skin.

In the US, it has a com­plete pro­duc­tion line cov­er­ing body to care, fa­cial care, sun pro­tec­tion and hair care and also a spe­cial pro­duc­tion line with over one hun­dred prod­ucts for ba­bies.

In 2014, the an­nual sales vol­ume of Aveeno’s body care prod­ucts in the US ex­ceeded $100 mil­lion and was ranked third in terms of mar­ket share. The mar­ket share of John­son & John­son’s hand and body care prod­ucts in the US was ranked sec­ond, just be­hind Kao, a Ja­panese per­sonal care brand.

“Aveeno is keen to pro­mote the nat­u­ral and healthy lifestyle to care for our skin and hope­fully we will of­fer more high­qual­ity skin­care ex­pe­ri­ences to Chi­nese con­sumers and in­vite more peo­ple to take on our re­turn-to-na­ture lifestyle,” said Brian McClure, di­rec­tor of Global In­no­va­tion Sourc­ing, John­son & John­son Con­sumer.

Be­sides Aveeno, John­son & John­son al­ready has four skin­care brands in­clud­ing Clean & Clear, Neu­tro­gena and John­son’s Body Care in China. John­son’s Body Care adopted a sim­i­lar method to Aveeno when it first en­tered China in 2013.

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