How Aveeno is tackling the hair-care category

Our take: Relaunch of brand comes on the heels of Johnson & Johnson’s 2016 acquisition of Vogue International... | -------------

Johnson & Johnson’s Aveeno is refocusing on hair care. This month, the 73-year-old brand, known for its solutions-oriented skin-care products for eczema, dermatitis and sunburns, introduced a revamped, 25-item assortment of shampoos, conditioners, hair masks and styling products across six ingredient-focused collections.

“J&J didn’t have a strong presence in hair care; it was under-leveraged. The purchase of Vogue was to get into that business and round out the beauty portfolio,” said Michael Marquis, Vogue International’s president, who is spearheading Aveeno hair care.

“We’re strong in skin care, with brands like Neutrogena and Aveeno, but with [the purchase of] Vogue, we not only brought on new crown-jewel brands, but also the capabilities of the hair-care category.”

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