Ambi Skincare, a subsidiary of Johnson & Johnson Consumer Companies, Inc has launched an ad campaign for its new line of special skin care products that appeal specifically to African American women. They, as have many other manufacturers of beauty products, including Pantene ( hair care black hair line ) and Covergirl ( Queen collection ), have now realized that the African American female beauty market is quite lucrative.
Ambi EVEN & CLEAR
Johnson & Johnson’s Ambi EVEN & CLEAR Skin care for black women seems to be doing well. The line includes the AMBI® EVEN & CLEAR™ Foaming Cleanser and the AMBI® EVEN & CLEAR™ Daily Moisturizer with SPF 30. The Daily Moisturizer is a special formula containing sunscreen that is supposed to help even out skin tone and restore it to its natural splendor. The AMBI Moisturizer is enriched with a substance the company calls EvenBlend™ that is fortified with vitamins and natural soy proteins. It is also advertised to make a woman of color’s skin softer and more supple.
The EVEN & CLEAR™ Foaming Cleanser also helps even out skin tone while cleansing and preventing breakouts. The company also offers an Exfoliating Wash for women of color who have an ongoing problem with acne. The products are distributed in a few major national outlets, including CVS. The reviews have been mostly positive about these new black skin care products so far.
Johnson & Johnson: Jumping on the Bandwagon
So it appears that Johnson & Johnson has jumped on the bandwagon of major consumer products companies who are appealing to the African American market. These companies are releasing products that are very narrowly targeted to women with darker skin tones, which is evident by their packaging.
For example, a few years back Pantene, a Procter & Gamble Company, released a line of Relaxed and Natural products for women of color with bottles that were brown to emulate the skin color of their intended market, as opposed to the white bottles that Pantene was previously known for.
This marketing strategy proved to be a success being that after just one year on the market, the repeat purchases of Pantene’s Relaxed & Natural hair care black hair care products increased by 320% and Procter & Gamble’s revenue from the Relaxed & Natural product line was double what was expected in their initial projections (Source: Advertising Educational Foundation). The average African American woman on the street and at online beauty forums like http://www.blackhairmedia.com will attest to having tried a bottle of Pantene Relaxed & Natural at some point since its release.
Opening their Eyes to a Lucrative Market
What retailers hadn’t come to understand until recently is that women of color, just like any other group of women, respond well when they are specifically targeted with marketing campaigns. This same dynamic can be seen in the white market, with John Frieda’s products for Brilliant Brunettes and Sheer Blondes, which fly off the shelves as well.
New products like the new line of Ambi EVEN & CLEAR from a major company like Johnson & Johnson, complete with commercials, new packaging, and a spiffy new website ( www.ambiflawlessskin.com ), helps assure women of color that their existence and buying power in the overall beauty market is valued and being recognized.
Companies like Procter & Gamble and Johnson & Johnson are now reaping the benefits of their market research and investment in the African American beauty market, and probably wondering to themselves: why didn’t we think of this sooner?