OTCs in Action Episode 60: Battle for Brazilian Baby Bottoms

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OTCs are in Action this month in Brazil, where J&J has purchased P&G’s Hipoglos nappy rash remedy, which enjoys sales of about $40mn. The purchase was a bit surprising given that, in 2014, J&J launched the leading US nappy rash brand, Desitin Creamy, in Brazil with a rash prevention positioning and a strong A+P campaign.

However, instead of steadily growing share organically with Desitin, the acquisition of a very well-known Latin American brand immediately elevates the baby care powerhouse to second place in the category in Brazil, behind Bayer’s fast-growing Bepanthen range. The two J&J brands will complement the company’s Johnson’s Baby creams, lotions, powders and cleansers.

Just as interesting is P&G’s divestiture of the well-known Hipoglos – owned by Andromaco and Grunenthal in other Latin American markets – which is a logical move given that it does not conform to P&G’s Megabrand strategy, owing to the fact it only competes in one market. That said, the major OTC company’s Brazilian portfolio is now limited to the Vicks Cough & Cold range and a small Metamucil laxative business.

To find out more about OTC in Brazil and other Latin American markets, please join us at our 2nd Latin American OTC Conference in Miami from 9-10 June 2016. Book by contacting jennifer.odonnell@NicholasHall.com or online

http://www.nicholashall.com/events/detail/latin_american_conference_2016/

 

 

 

 

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