Kenvue, the leading pureplay consumer health company, is setting ambitious targets for its second year as an independent player, with a steadfast commitment to increasing its advertising investment. As stated in MediaPost, the effort builds on their strategy to outpace competitors, not just in spending but in smart, diversified media engagement.

A Year of Change and Promise

Having parted ways with Johnson & Johnson in 2023, Kenvue closed that chapter with an advertising-to-revenue ratio of 8.7%, which despite being an improvement to reach 10%-11% by the end of 2024, still lagged behind its rivals. This gap has spurred CEO Thibaut Mongon to promise continued ad spend growth into 2025.

Embracing a New Marketing Vision

In an insightful reflection of Kenvue’s evolution, Mongon shared insights into their revamped strategy coined as the “Kenvue Playbook.” This new direction emphasizes broader consumer reach through digital channels and in-store prominence, evolving beyond their earlier focus on cash generation. The company’s pivot involves significant investments in social media and influencer partnerships, marking a transformative shift.

Strategic Partnerships Fueling Growth

Noteworthy is the company’s alliance with Neutrogena, a brand that has quickly reclaimed its top spot in the skincare market. With the help of prominent “dermfluencers” Dr. Dhaval Bhanusali and Dr. Muneeb Shah, the brand is pioneering advancements in product communication and innovation. This partnership exemplifies Kenvue’s adeptness at aligning influencer marketing with corporate objectives.

Breaking New Grounds in Health Awareness

Kenvue is not stopping at boosting visibility but also focuses on health education. With products like Neutrogena’s suncare line and Tylenol, the company identifies untapped market penetration opportunities. Education plays a pivotal role in their strategy as Kenvue collaborates with healthcare professionals to address gaps in consumer health awareness, particularly regarding conditions that necessitate specific product choices.

Ensuring Robust ROI

A key element of Kenvue’s strategy is its rigorous tracking and analysis framework—a system designed to optimize return on investment. By leveraging advanced tracking technologies and an agency network, Kenvue ensures that every dollar spent delivers noteworthy returns, whether it’s through media, promotions, or professional engagement. Mongon’s emphasis on disciplined investments speaks to a future focused on efficiency and consequential growth.

As we move into 2025, Kenvue’s continuous evolution signals the company’s dedication to maintaining a leading edge in the consumer health sector. With a strategic mix of increased spending, enhanced partnerships, and educational initiatives, Kenvue is setting the stage for impressive advancements both in sales and brand trust.