Skin in the game
Top-selling Aveeno skincare is now in the China market
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 second-US 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 to 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It was originally made under Rydelle Laboratories, a division of S.C. Johnson & Son, which dropped the Rydelle name in 1989 and was later purchased by Johnson & Johnson in 1999.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 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.