Johnson & Johnson Unveils Global Debuts and China-Tailored Flagship Products at Inaugural Hainan Consumer Expo

Haikou, May 8, 2021 /PRNewswire/ -- On May 7, 2021, the inaugural China International Consumer Products Expo (hereinafter referred to as "CICPE") grandly opened at the Hainan International Convention and Exhibition Center. Johnson & Johnson Consumer Health participated with eight major brands under its portfolio, spanning three key categories: skincare, maternal and infant care, and personal care. The exhibition featured multiple flagship new products making their global debut and specifically tailored for the Chinese market. At the CICPE, Johnson & Johnson's booth, distinguished by its signature technological sophistication and spatial design, attracted a large number of attendees.

Johnson & Johnson Consumer Health Pavilion at the China International Consumer Products Expo

Johnson & Johnson’s Global Debuts and China-Customized Flagship New Products Shine at the Consumer Expo

At its debut at the inaugural China International Consumer Products Expo, Johnson & Johnson showcased a lineup of eight major brands—Listerine, Neutrogena, Dr. Ci:Labo, Aveeno, Rogaine, Lubriderm, Johnson’s Baby, and Dabao—comprehensively demonstrating the company’s scientific foundation and commitment to health in the consumer goods sector. The exhibition featured flagship new products, including global debuts and items specifically tailored for the Chinese market.

Neutrogena New Retinol Series

In the personal care sector, Listerine unveiled the global debut of its “Fairy Water” 4.0 series—a new honeydew melon fruit tea flavored mouthwash. In 2018, Johnson & Johnson partnered with the Tmall Innovation Center to leverage their strengths in big data and small-sample research, rapidly developing Listerine’s first-ever mouthwash based on big data insights and reverse-customized for Chinese female consumers—the first-generation “Fairy Water” mouthwash. In 2021, the fourth generation of Listerine’s “Fairy Water” mouthwash, featuring the new honeydew melon fruit tea flavor, made its global premiere at the China International Consumer Products Expo. Additionally, Rogaine, a professional American hair regrowth brand, introduced its new scalp shampoo, catering to the 250 million people in China troubled by hair loss.^[1]Delivering a more comprehensive and professional full-spectrum hair regrowth solution.

Dr. Ci:Labo’s New “Light Acid Bottle”

In the skincare sector, Neutrogena, a pioneer in early anti-aging skincare, has combined Chinese consumers’ demands for “early anti-aging” and “firming” to launch a new retinol series tailored specifically for the Chinese market, designating China as the global debut market for this flagship innovation. Meanwhile, Dr. Ci:Labo, a Japanese skincare brand specializing in dermatological research, has introduced its professional “Skin-Type-Specific Acid Exfoliation” Light Acid Bottle series, aimed at helping young consumers address concerns such as excess oil control, acne, and closed comedones. Currently, China serves as the launch market for this series outside of Japan.

Aveeno Baby Light & Moisturizing Lotion

In the field of maternal and infant care, Aveeno, a premium North American natural skincare brand, has unveiled its new high-end product, “Baby Light & Breathable Moisturizing Lotion.” Designed to meet the specific need for lightweight hydration for babies’ delicate skin, the new lotion contains triple oat essence. Its gentle, hypoallergenic formula soothes, hydrates, and helps repair baby’s skin.

Johnson & Johnson Consumer Health and Douyin E-commerce Announce Strategic Partnership

At the China International Consumer Products Expo, Johnson & Johnson Consumer Health officially announced a strategic partnership with Douyin E-commerce. Moving forward, multiple brands under Johnson & Johnson Consumer Health, including Dr. Ci:Labo, Neutrogena, and Dabao, will build ecosystems that reflect their strong brand DNA within the interest-based e-commerce sector. By deepening collaboration with Douyin E-commerce, these brands aim to jointly explore new opportunities in this emerging field.

Science-Driven: Propelling China’s Digital Innovation to the World

In recent years, Johnson & Johnson Consumer Health has established multiple new, science-driven consumer health categories in China, with a focus on health. In 2020, Johnson & Johnson Consumer Health introduced the Rogaine brand to the Chinese market. During its first Double 11 Shopping Festival that year, Rogaine ranked number one in both category sales and store sales on Tmall Global.^[2]; In the skincare sector, Neutrogena and Dr. Ci:Labo are both “pioneers” in the niche ingredient market for “early anti-aging” and “skin brightening”: Neutrogena’s retinol cream ranked No. 1 in sales within the Tmall Global face cream category during the 2020 Double 11 shopping festival.^[2]; As a pioneer in the skincare market for the whitening ingredient 377, Dr. Ci:Labo’s flagship 377 essence ranked first in online sales within the entire 377 whitening essence category in 2020, capturing over 60% of the market share.^[3]Wang Yi, President of Johnson & Johnson Consumer Health China, stated, “As one of the world’s most comprehensive multinational healthcare leaders with a broad business footprint, we are optimistic about the science-driven consumer health sector. We look forward to bringing more science-based consumer health products to Chinese consumers to meet their health needs.”

China boasts a globally leading digital ecosystem. Currently, China is one of Johnson & Johnson Consumer Health’s nine key global markets, with its level of digitalization ranking among the highest worldwide. Previous generations of Listerine “Fairy Water,” showcased at this China International Consumer Products Expo, have already been launched in multiple countries, including Australia, Japan, and Singapore. Wang Yi stated, “In the future, we aim to establish this product line as a flagship series representing China’s digital innovation, facilitating the global expansion of more digital innovations originating from China.”

Jointly Explore Hainan’s New Frontier, Share New Opportunities in the Free Trade Port

Johnson & Johnson Actively Supports Innovative Development in HainanSince 2018, Johnson & Johnson has been one of the first multinational healthcare companies to collaborate with the Boao Lecheng International Medical Tourism Pilot Zone in Hainan. The company has achieved numerous “industry firsts” and pioneered multiple “national firsts” in China. It also launched the “Johnson & Johnson Boao Innovation Chain,” dedicated to introducing and implementing more innovative medical products and technologies to meet China’s growing healthcare demands.“From healthcare to consumer health, Johnson & Johnson places great emphasis on the development opportunities presented by Hainan. We are encouraged by President Xi Jinping’s congratulatory letter to the inaugural China International Consumer Products Expo, which highlights the path of mutual benefit and win-win cooperation, underscores the advantages of Hainan Free Trade Port in comprehensively deepening reforms and piloting high-standard opening-up policies, and calls for strengthening bilateral, multilateral, and regional cooperation to jointly create a better future for humanity. This provides strong impetus for foreign-invested enterprises, including Johnson & Johnson, to continue sharing new free-trade opportunities and deepen their presence in the Chinese market. Johnson & Johnson looks forward to leveraging our professional expertise and working with partners across all sectors to contribute to the development of the Hainan Free Trade Port, delivering innovative, high-quality health products and services to consumers,” said Wang Yi.

Looking ahead, Johnson & Johnson will continue to actively embrace the new opportunities presented by the Chinese market, empower business growth through digital innovation, and continuously introduce innovative products. Meanwhile, the company will leverage data-driven insights to better capture the needs of local consumers, lead Chinese consumers toward a healthier lifestyle, and make new, positive contributions to Healthy China and a healthier future.

1. Data source: 2019 survey data from the National Health Commission

2. Data sourced from the Tmall platform

3. Data sourced from the Yimian Data Center, covering full-year 2020 online sales data