Kenvue Introduces Patented Micro-Peptide Technology with Neutrogena® Collagen Bank™ Launch
Rhea-AI Summary
Kenvue Inc. (NYSE: KVUE), the world's largest pure-play consumer health company, is launching Neutrogena® Collagen Bank™, featuring patented micro-peptide technology. This launch targets the pre-aging skincare market, particularly appealing to Gen Z consumers concerned about early signs of aging.
The product line includes two moisturizers designed to defend and support natural collagen. Key features:
- Micro-peptides 2x smaller than leading anti-aging peptides
- Penetrates 10+ layers under skin surface
- Targets 5 markers critical for skin's firming support matrix
- Formulations for all skin tones and types, suitable for daily use
- Clinically proven to work on 5 early signs of collagen decline
The launch strategy includes an exclusive TikTok Shop debut before wider retail distribution, aiming to reach digitally native Gen Z consumers with an affordable skincare solution.
Positive
- Launch of innovative Neutrogena® Collagen Bank™ product line
- Patented micro-peptide technology penetrates deeper than competitors
- Targets growing pre-aging skincare market, especially Gen Z consumers
- Clinically proven effectiveness on early signs of collagen decline
- Strategic launch on TikTok Shop to reach target demographic
Negative
- None.
Insights
The launch of Neutrogena® Collagen Bank™ represents a strategic move by Kenvue to tap into the growing Gen Z skincare market. With
However, the skincare market is highly competitive and Neutrogena faces challenges from established luxury brands and emerging direct-to-consumer companies. The success of this launch will depend on Neutrogena's ability to differentiate its technology and effectively communicate its value proposition to a price-sensitive yet quality-conscious Gen Z audience.
The patented micro-peptide technology in Neutrogena® Collagen Bank™ is a noteworthy innovation in over-the-counter skincare. Its ability to penetrate 10 layers deep and target five key markers of skin's firming support matrix sets it apart from competitors. The inclusion of bakuchiol, a gentler alternative to retinol, is a smart formulation choice for sensitive and younger skin.
While the science seems promising, long-term studies on the efficacy of these products in preventing collagen loss are crucial. It's also important to note that while topical products can help, factors like diet, lifestyle and genetics play significant roles in skin aging that skincare alone cannot address.
Kenvue's expansion into the pre-aging skincare category with Neutrogena® Collagen Bank™ could potentially boost revenue growth in its Skin Health & Beauty segment. The global anti-aging market is projected to reach
However, investors should monitor the product line's performance closely, as success in the highly competitive skincare market is not guaranteed. The impact on Kenvue's financials may take several quarters to materialize and marketing expenses could increase in the short term to support the launch.
New Product Line Features Two Moisturizers Designed to Defend and Support the Skin's Natural Collagen
According to a 2023 Mintel Facial Skincare study, 58 percent of Gen Z is worried about aging concerns beginning at age 23. With collagen being a vital protein responsible for keeping skin looking plump, and the body naturally losing up to one percent of collagen each year starting in its twenties3, the oldest Gen Z consumers are reaching a pivotal collagen-loss point. Neutrogena® Collagen Bank™ offers an affordable and accessible way to invest in skin for the long-term.
Neutrogena® Collagen Bank™ harnesses the power of a patented micro-peptide technology two times smaller than the leading anti-aging peptides on the market to penetrate more than 10 layers under the surface of the skin. Comparatively, the leading anti-aging peptides are too big to penetrate and sit on the surface of the skin. The Company's proprietary technology, developed with dermatologists, targets five markers critical for preserving skin's firming support matrix: elastin, pro-collagen, hyaluronic acid, fibronectin and decorin.
"Collagen Bank™ is a cutting-edge solution for a generation of consumers looking to take a preventative approach to skincare," said Adam Ricciardone, Global Head of R&D, Skin Health & Beauty at Kenvue4. "We know that Millennials and Gen Z are trying a lot of different approaches to their skincare. Our scientifically proven formulation addresses their concerns and prioritizes long-term skin health at the same time."
The new collection offers two dermatologist-tested formulations designed for all skin tones and types and meant for daily use, even on sensitive skin. Each formula provides different added benefits:
- Neutrogena® Collagen Bank™ Moisturizer includes bakuchiol, a gentle plant-based alternative to retinol, that helps to defend against collagen damaging aggressors and fights visible signs of early skin aging.
- Neutrogena® Collagen Bank™ Broad Spectrum SPF 30 Moisturizer defends against the number one collagen depleting aggressor, the sun.
When used together, the products are clinically proven to work on five early signs of collagen decline and reduce the look of fine lines and wrinkles, leaving skin looking plumper.5
To reach digitally native Gen Z, Neutrogena® exclusively launched the collection on TikTok Shop in July, prior to rolling out across traditional retailers like Amazon, UTLA Beauty, Walmart, Target, and more. While in-office collagen-stimulating procedures and other products come with high price tags, Neutrogena® Collagen Bank™, offers a more accessible solution for those looking to help prevent skin-aging without breaking the bank. The Neutrogena® Collagen Bank™ line is available online and at mass retailers nationwide now. To learn more about Neutrogena® Collagen Bank™, visit Neutrogena.com or follow Neutrogena® on Instagram and TikTok at @neutrogena_us.
About Kenvue
Kenvue is the world's largest pure-play consumer health company by revenue. Built on more than a century of heritage, our iconic brands, including Aveeno®, BAND-AID® Brand, Johnson's®, Listerine®, Neutrogena® and Tylenol®, are science-backed and recommended by healthcare professionals around the world. At Kenvue, we believe in the extraordinary power of everyday care and our teams work every day to put that power in consumers' hands and earn a place in their hearts and homes. Learn more at www.kenvue.com.
About NEUTROGENA®
For over 90 years, NEUTROGENA® has made sophisticated science simple, developing solutions for everyday skincare that balance clinical efficacy with elegant aesthetics. From science-backed innovation to accessible education, we are driven by a mission to democratize skin health. Our products address skin needs across ages, skin types and tones.
Cautions Concerning Forward-Looking Statements
This press release contains "forward-looking statements" as defined in the Private Securities Litigation Reform Act of 1995 regarding the launch of Neutrogena® Collagen Bank™. Forward-looking statements may be identified by the use of words such as "plans," "expects," "will," "anticipates," "estimates" and other words of similar meaning. The reader is cautioned not to rely on these forward-looking statements. These statements are based on current expectations of future events. If underlying assumptions prove inaccurate or known or unknown risks or uncertainties materialize, actual results could vary materially from the expectations and projections of Kenvue Inc. and its affiliates.
A list and descriptions of risks, uncertainties and other factors can be found in Kenvue's filings with the Securities and Exchange Commission, including its Annual Report on Form 10-K for the fiscal year ended December 31, 2023 and subsequent Quarterly Reports on Form 10-Q and other filings, available at www.kenvue.com or on request from Kenvue. Kenvue and its affiliates undertake no obligation to update any forward-looking statements, whether as a result of new information, future events or developments or otherwise.
1 | Neutrogena is a brand of Johnson & Johnson Consumer Inc., a subsidiary of Kenvue |
2 | Based on Nielsen sales data for the 52 weeks ending 1/27/24 |
3 | Mintel Facial Skincare 2023 |
4 | Adam Ricciardone is an employee of Johnson & Johnson Consumer Inc., a subsidiary of Kenvue |
5 | *With daily use of SPF Moisturizer in the AM and Moisturizer in the PM over 12 weeks. |
Reference: 1. Data on file, Johnson & Johnson Consumer Inc. | |
Contact: media@kenvue.com
View original content to download multimedia:https://www.prnewswire.com/news-releases/kenvue-introduces-patented-micro-peptide-technology-with-neutrogena-collagen-bank-launch-302222859.html
SOURCE Neutrogena
FAQ
What is Kenvue's new Neutrogena Collagen Bank product line?
How does Neutrogena Collagen Bank's micro-peptide technology differ from competitors?
What are the key benefits of Kenvue's Neutrogena Collagen Bank products?
How is Kenvue (KVUE) marketing Neutrogena Collagen Bank to reach Gen Z consumers?
