MKT 3000 Aveeno Final Paper
Aveeno’s Marketing
MKT 3000 – DTRA
Chrystie Almestica
Jazmin De La Rosa
Vivian Lau
Trisha Stumpp
Jessica Tom
I. Introduction and Problem Statement
Aveeno manufacturers skin and hair care products and is a subsidiary of the pharmaceutical and consumer goods conglomerate, Johnson & Johnson. The brand prides itself on using natural, high-quality ingredients in their products to help consumers attain the best skin and hair. American brothers, Albert and Sidney Musher, founded Aveeno in 1945 when their experiments on raw cereal lead to the discovery of an oatmeal bath that effectively treated the skin condition eczema. The brothers later used the Latin word for oat, Avena sativa, when deciding a name for their product. Their most recent products are known to treat poison ivy and oak, chickenpox, hives, sunburn, and other skin and hair conditions. Since the brand’s inception in 1945, Aveeno has grown to manufacture special hair and skin care products for mainly women and babies, though there is a small niche of men customers.
Aveeno’s current marketing strategy emphasizes the brand’s dedication to its natural and scientific origins. The company adopted the tagline “Active Naturals” in its marketing campaigns and fully lists out the main ingredients the company uses such as oats, soy, wheat, and seaweed on its website. Given the company’s devotion to its use of natural products, Aveeno prides itself on its responsibility to caring for the Earth’s natural resources and giving back to the community. The brand’s marketing directly appeals to women and conscious customers who make an effort to know the products and brands they are using. Aveeno’s website is heavily saturated with the company’s celebrity endorsements such as Jennifer Aniston. The company currently uses a mix of television ads, social media, celebrity endorsements, and online advertising to gain and reach customers. The company is having a hard time gaining overall sales because they are
MKT 3000 – DTRA
Chrystie Almestica
Jazmin De La Rosa
Vivian Lau
Trisha Stumpp
Jessica Tom
I. Introduction and Problem Statement
Aveeno manufacturers skin and hair care products and is a subsidiary of the pharmaceutical and consumer goods conglomerate, Johnson & Johnson. The brand prides itself on using natural, high-quality ingredients in their products to help consumers attain the best skin and hair. American brothers, Albert and Sidney Musher, founded Aveeno in 1945 when their experiments on raw cereal lead to the discovery of an oatmeal bath that effectively treated the skin condition eczema. The brothers later used the Latin word for oat, Avena sativa, when deciding a name for their product. Their most recent products are known to treat poison ivy and oak, chickenpox, hives, sunburn, and other skin and hair conditions. Since the brand’s inception in 1945, Aveeno has grown to manufacture special hair and skin care products for mainly women and babies, though there is a small niche of men customers.
Aveeno’s current marketing strategy emphasizes the brand’s dedication to its natural and scientific origins. The company adopted the tagline “Active Naturals” in its marketing campaigns and fully lists out the main ingredients the company uses such as oats, soy, wheat, and seaweed on its website. Given the company’s devotion to its use of natural products, Aveeno prides itself on its responsibility to caring for the Earth’s natural resources and giving back to the community. The brand’s marketing directly appeals to women and conscious customers who make an effort to know the products and brands they are using. Aveeno’s website is heavily saturated with the company’s celebrity endorsements such as Jennifer Aniston. The company currently uses a mix of television ads, social media, celebrity endorsements, and online advertising to gain and reach customers. The company is having a hard time gaining overall sales because they are
Cited: "Aveeno® Active Naturals Daily Moisturizing Lotion." - CVS.com. Web. 11 Nov. 2014. <http://www.cvs.com/shop/skin-care/body/body-moisturizer/aveeno-174-active-naturals-daily-moisturizing-lotion-skuid-211810>. "Aveeno Launches Sustainability Guide Widget." Aveeno Launches Sustainability Guide Widget. Web. 16 Nov. 2014. <http://firstimpactnewyork.com/index.php/news-channel/165-aveeno-launches-sustainability-guide-widget>. "Aveeno Moisturizing Lotion." Aveeno at Target. Web. 13 Nov. 2014. <http://www.target.com/bp/aveeno>. "Jennifer Aniston Endorses Skin-Care Line For Aveeno." The Inquisitor News. Web. 16 Nov. 2014. http://www.inquisitr.com/487256/jennifer-aniston-endorses-skin-care-line-for-aveeno/ "Johnson & Johnson History." Johnson & Johnson Family of Companies "WATCH: Jennifer Aniston Reveals Her Best Beauty Advice." E! Online. Web. 5 Nov. 2014. <http://www.eonline.com/news/524382/jennifer-aniston-reveals-her-best-beauty-advice-shares-diet-tips-watch-the-video>.