Even alleging leadership on the children’s care market, Johnson’s Baby – a Johnson & Johnson brand – doesn’t want to stop growing, and the way seems to be already determined. “We intend to amplify even more our actuation through investments on communication and relationship straight with our consumers”, says manager Mariana Sachs.

Recently, J&J hás participated of campaigns on a main TV program and closed channel Discovery Kids, besides realizing publicity actions on other Medias such as selling points and magazines. The strategy has already shown results. “With a communication which has reinforced the participation of the Chega de Lágrimas (Enough Tears) formula, it arrived to the children shampoo’s leadership, with, currently, 25% participation on the market, in volume”, exemplifies the executive.

According to sector´s association  Abihpec, the children care segment (considered products for children with until 10 years) is ascension for two years. The growing taxes, 20,1% in 2004 and 26,5% in 2005, confirms the expressive growth. In volume, the increase was of 11,4% in 2004 and 48,2% last year.