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Article: Baby toiletries category experiencing flurry of activity. (babies' shampoos and soaps)
- Article from:
- Chain Drug Review
- Article date:
- October 24, 1994
CopyrightCOPYRIGHT 1994 Racher Press, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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'J&J's news products will be heavily supported with samples and coupons.'
NEW YORK--Johnson & Johnson is overhauling its line of toiletries for babies, and not a moment too soon.
Earlier this year Helene Curtis Inc. announced it was introducing Suave Baby Care, a price brand positioned between J&J's products -- traditionally among the more expensive in the category -- and private label items. The new line is expected to put pressure on J&J, which continues to dominate the market with a more than a 40% share.
Now also coming into the kids' category are Dial Corp. and Lever Bros. They are positioning their entries in the $1.8 billion personal cleansing ...