Consumer Packaged Goods Case Study


Johnson & Johnson “discovered” a sun care cream in their own dermatology division and Janet Beach worked with J&J to position it as the first waterproof suntan cream sold over the counter for consumers in order to block the harmful effects of the sun’s rays. The product was named “Sundown” and was positioned as an “all family” product.


Johnson & Johnson soon led the growing industry of sunscreen manufacturing with several brands with SPF sun protection and “owned “ the new waterproof segment that appealed to women with active families and children.