Features

SC Johnson Targets the Youth Market

November 8, 2005

S.C. Johnson is trying to grow its Skintimates brand by targeting the burgeoning teen market as well as those long-time soap and water users



S.C. Johnson is trying to grow its Skintimates brand by targeting the burgeoning teen market as well as those long-time soap and water users

Skintimate’s position as the leading shave gel for women has not made manufacturer S.C. Johnson complacent. Company executives recognize the room this brand has for improvement and said growth lies in targeting both the younger consumer and the older woman who doesn’t use a shaving gel product.

S.C. Johnson leads the shave prep category with the current leader in both the men’s (Edge) and women’s category. In fact, Skintimates leads its closest competitor, Gillette, by a three-to-one margin in the women’s category. Skintimates even comprises more of SCJ’s shave prep sales than Edge. SCJ is hoping to grow Skintimates’ sales even further with the addition of fruit-scented products to the Skintimates range.

“Fruity notes have really become very popular in personal care products,” remarked Veronica A. Shearn, director of marketing, Firmenich, the fragrance company that developed Skintimate scents. “And now these scents can make people feel good while they are shaving.”

The new SKUs are: raspberry rain- and peaches-scented moisturizing shave gels; moisturizing shave gel for the bikini and underarm areas and raspberry rain exfoliating shave créme. Each product retails for $2.49 at mass merchandise outlets, drugstores and supermarkets.

With these entries, SCJ is exploring unchartered territory in the women’s shave prep category by offering the first fruit-scented products as well as the first products formulated for use in the difficult-to-shave bikini and underarm areas. Company executives think these products will appeal to young women, who spend a reported $8.7 billion a year on personal care products and influence product purchases for their entire households, as well as consumers who currently use soap and water or body wash to shave.

“We wanted to go farther in meeting the needs of women,” said Sean Carey, senior brand manager, SCJ’s shave business. “This way, we can attract even more women who don’t use a shaving prep product.”

In July, SCJ restaged Skintimates, which leads the segment by a three-to-one margin over its nearest competitor, by reformulating the existing products, improving their graphics and launching a new advertising campaign. This restage helped increase Skintimate sales 20%, according to the company. SCJ executives would not comment on projected sales figures for the new products.

Related End-User Markets:

Related Raw Materials:

blog comments powered by Disqus
  • Long Term Sustainability In the Nonwovens Market

    Long Term Sustainability In the Nonwovens Market

    August 23, 2016
    Learn more at Cleaning Products USA, Nov. 9-11, 2016

  • Fro Yo!

    Fro Yo!

    Tom Branna, Editorial Director||August 22, 2016
    Project Beauty dishes out Hairgurt, a line of vitamin-rich hair shampoos and conditioning masques.

  • TLC for Those Who Need It Most

    TLC for Those Who Need It Most

    Christine Esposito, Associate Editor||August 22, 2016
    New curriculum debuting at Bellus Academy helps estheticians treat a population that needs TLC.

  • Special Effects

    Special Effects

    Melissa Meisel, Associate Editor||August 1, 2016
    Fall 2016 color cosmetics reflect light and offer a focus on elements like pigment, slip and wear.

  • Silent Partners

    Silent Partners

    Christine Esposito, Associate Editor||August 1, 2016
    From research & development to logistics to confidentiality, savvy distributors help finished formulators achieve their goals

  • Sustainability is Omnipresent

    Sustainability is Omnipresent

    Christine Esposito , Associate Editor||July 1, 2016
    Industry stakeholders convene in New York City for Organic Monitor’s annual event

  • Perceived Perfection

    Perceived Perfection

    Christine Esposito, Associate Editor||July 1, 2016
    From primers to pressed powders, facial cosmetics help create the illusion of a flawless complexion.

  • Preserve & Serve

    Preserve & Serve

    Melissa Meisel , Associate Editor||July 1, 2016
    Suppliers with innovative preservatives provide staying power for formulations.

  • Quaternized Guar Is a Natural Solution

    Quaternized Guar Is a Natural Solution

    Tom Schoenberg, Schoenberg Consulting||July 1, 2016
    The polymer has applications in a range of skin and hair care formulas that does not build up on hair with repeated use

  • Take Notice

    Take Notice

    Melissa Meisel , Associate Editor||June 1, 2016
    Packaging trends revolve around trendy artwork, eco-conscious materials—and portability is a plus too!

  • Virtual Reality

    Virtual Reality

    Christine Esposito, Associate Editor||June 1, 2016
    An update on nature-identical ingredients for cosmetics and personal care products.

  • Shiseido Advances in the US

    Shiseido Advances in the US

    Tom Branna, Editorial Director||June 1, 2016
    New facility in Windsor, NJ demonstrates its dedication to the US and other markets outside Japan.

  • Get Smart About Your Big Data

    Get Smart About Your Big Data

    Christine Esposito, Associate Editor||June 1, 2016
    Experts at the IRI Growth Summit explain how to make personal connections with customers.

  • For the Love of Lipids

    For the Love of Lipids

    Tom Branna, Editorial Director||June 1, 2016
    AOCS and SCC to deliver a program geared to cosmetic chemists of the important role that fats and oils play in a healthy skin

  • April in Paris

    April in Paris

    Tom Branna, Editorial Director||June 1, 2016
    In-Cosmetics sets attendance record in its return to the City of Light.

  • Salon Selectives

    Salon Selectives

    Tom Branna, Editorial Director||June 1, 2016
    The inside story about what stylists think about the state of the industry and the state of your products and ingredients.

  • Bite Now

    Bite Now

    Christine Esposito, Associate Editor||May 2, 2016
    Is the time finally right for beauty-from-within to move into the mainstream?

  • Boxed Out?

    Boxed Out?

    Tom Branna, Editorial Director||May 2, 2016
    Salon sales outpace mass-market results in the highly competitive, highly fashionable and yes, highly-colorful hair color cat

  • That’s Awesome!

    That’s Awesome!

    May 2, 2016
    Extracts & Ingredients highlights the newest ideas in efficacious oils for the personal care market.

  • Wacker Builds on Its Success

    Wacker Builds on Its Success

    Tom Branna, Editorial Director ||May 2, 2016
    The silicone maker had a good 2015 and expects the gains to continue in 2016, driven, in part, by success in the Americas and

  • I Want It All

    I Want It All

    Melissa Meisel , Associate Editor||May 2, 2016
    Skin care moves beyond the basics with pampering formulations with unique components and novel functions.

  • The New Spot For Acne Care

    The New Spot For Acne Care

    Tom Branna, Editorial Director||April 1, 2016
    Acne Treatment Research Center opens in Morristown, NJ.

  • The Essence of Individuality

    The Essence of Individuality

    Melissa Meisel , Associate Editor||April 1, 2016
    Fragrance sales are fueled by unique facets.

  • The Scalp Microbiome

    The Scalp Microbiome

    Nava Dayan PhD, Dr. Nava Dayan LLC||April 1, 2016
    A review of recent findings and innovative approaches for treating scalp disorders.

  • Multi-Cultural Beauty Update

    Multi-Cultural Beauty Update

    Christine Esposito, Associate Editor||April 1, 2016
    Established brands and start-ups address the needs of multi-cultural beauty consumers.

  • Who Makes That?

    Who Makes That?

    Tom Branna, Editorial Director||April 1, 2016
    From concept and formulation to testing and filling, today’s contract manufacturers perform a range of services for marketers

  • Feel the Burn?

    Feel the Burn?

    Tom Branna, Editorial Director||March 1, 2016
    Sun care product sales rise, but more must be done to make sure compliance rates grow.

  • New Sun Care Ingredients

    March 1, 2016
    Here is a list of new ingredients for sun care that have been introduced by industry suppliers during the past 12 months. For information regarding any of the products listed here, contact the supplier directly using the information provided.