J&J HAS NEW MARKETING WRINKLE
By Adnews Staff
U.S.-based Johnson & Johnson's Ortho Pharmaceutical Dermatological division launched a prescription anti-wrinkle cream this week called Renova. J&J has said that the cream will be available in Canada, but won't say when. In the U.S. J&J has already been promoting Renova to doctors and plans to advertise in women's magazines. Its agency, DDB Needham Worldwide in New York, is preparing ads which have to be approved by the Food & Drug Administration. The cream contains Retin-A, J&J's prescription drug for acne. J&J's challenge is to lure consumers to the pharmacy, and away from the cosmetics counters where its competitors' products are sold. Combating wrinkles is a $1-billion(US) business in the States. J&J is up against a lot of over-the-counter skin creams from companies such as Procter & Gamble, Estee Lauder and L'Oreal.