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## Protecting Skin 

A little more than two decades ago, when Johnson & Johnson Industrial Ltda. in Brazil launched a campaign to raise awareness of the harmful effects of tanning without protection, it took a primary role in educating Brazilians on the importance of using sunscreen. SUNDOWN ®  was the first ever sunscreen introduced in Brazil, in 1984 . Since then, the company has continued to educate people about sun protection and bring forward meaningful products. 

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The Research and Technology Center in São José dos Campos matches sun protection innovation with consumer lifestyles in Brazil’s mostly tropical climate. “Skin care in general has become more important to Brazilian consumers, who are now more aware of the need for sunscreen, and dermatologists are recommending sunscreen for all ages,” says Maria Eduarda Kertesz, Vice President, Beauty, in Latin America. “We’ve responded to this trend with products that combine other skin care benefits, such as anti-aging, with sun protection, making it easier for consumers to use and dermatologists to recommend and encourage daily application of sun protection.” 

Dermatologists have 

been integral to the success of RoC ®  Minesol, today the No.  1  dermatologist-recom- mended sunscreen brand in Brazil. In fact, one out of two sunscreens sold in the country is a Johnson & Johnson consumer brand. 

“The strong educational material we have offered to Brazilians during more than two decades is one of the main reasons consumers are making an informed choice to use sun protection,” says Kertesz. “We’ve played a role in making sun protection part of the daily routine for people in Brazil.” 

## WEARING SUN PROTECTION 

Brazilians Mariana and Pedro enjoy their time at the beach. Their mom knows daily application of sunscreen helps protect against the sun’s damaging rays. 

## Connecting With Consumers Online 

Online and home shopping specialty channels are showing tremendous growth globally in the premium skin care and beauty category. These include TV and mobile- enabled shopping, branded stores and door-to-door sales. The advantages specialty channels offer, including discounts and fast delivery, make them attractive to price- sensitive loyal customers and early adopters. 

The Consumer business is moving into these alternate channels and building organizational capabilities to support the strategy. The Korean skin care market is one example. ® 

In 2010  the NEUTROGENA brand saw double-digit growth in Korea by engaging consumers with content and solutions for acne through a clear-skin website. Products specifically designed for sale online, with direct links to purchase, were the brand’s main revenue drivers. 

Strategic alliances with top online retailers helped make CLEAN & CLEAR ®  the No. 1 teen skin care brand in major online channels in Korea. And the AVEENO ®  Baby site has become the hub for sharing the AVEENO ®  product experi- ence as well as for viral marketing. Efforts like these in Korea contributed to growth outside the U.S. in 2010 . 

