Kenvue's Strategic Ad Spend Surge: Eyed for 2025 Growth
A New Chapter Without Johnson & Johnson
As Kenvue closes its first solitary year post-separation from Johnson & Johnson, the company is setting the stage for substantial growth by significantly enhancing its advertising expenditure. This decision underscores a strategic pivot that aligns with Kenvue’s fresh objectives in the consumer health sector.
The Ad Spending Trajectory
In 2024, Kenvue’s advertising-to-revenue ratio shifted from its 2023 standing of 8.7% to an anticipated 10%-11%, a jump that CEO Thibaut Mongon highlights as a “significant improvement.” He foresees continued upward momentum into 2025, affirming this strategic direction during his address at the Morgan Stanley Global Consumer and Retail Conference.
The Kenvue Playbook: A New Marketing Strategy
A substantial revamp of Kenvue’s marketing strategy—dubbed the “Kenvue Playbook”—emphasizes engaging a broader consumer base. This includes adjustments in media mixes and a pronounced focus on harnessing the dynamic realm of social media influencers. For example, a collaboration with mega influencers Dr. Dhaval Bhanusali and Dr. Muneeb Shah is enhancing Neutrogena’s market presence, particularly in facecare, marking its resurgence as a leading brand in U.S. retail outlets.
Exploring New Avenues in Product Categories
Kenvue is actively exploring increased household penetration in underutilized product categories. Efforts are centered on promoting Neutrogena’s suncare line amidst dermatological advice and household awareness to address widespread inadequacies in sunscreen usage—an initiative aimed at reducing melanoma risks.
Education: The Key to Consumer Awareness
Notably, even with established brands like Tylenol, Kenvue is focusing on consumer education. The goal is to inform Americans about underlying health conditions that influence product usage, partnering with healthcare professionals to bridge these knowledge gaps.
Industry-Leading Returns on Investment
Kenvue prides itself on its cutting-edge tracking capabilities, which facilitate formidable returns on its advertising investments. From media planning to healthcare promotion, the company employs an advanced agency system to ensure that every marketing dollar spent yields substantial value. As stated in MediaPost, this strategic discipline is a cornerstone of Kenvue’s ongoing success.
With these strategies, Kenvue is not only poised for a fruitful 2025 but is also reshaping its brand identity and market influence in the consumer health landscape.
