The line of cleansers, toners and moisturizers targets women over age 35 who want to reduce the appearance of wrinkles and younger women who want to avoid them, said Dominique Castelli, research and development manager for RoC in France.
A campaign from DDB Worldwide, New York-with the tagline "We keep our promises"-will break in magazines in October issues, with TV spots starting to air in October. Direct marketing, in-store promotions and sampling will be used.
ANTI-WRINKLE LEADER IN FRANCE
The samples will be of RoC's Retinol Actif Pur Anti-Wrinkle Cream, the best-selling facial cream in France.
J&J executives wouldn't disclose a budget, but said the company is investing a large amount of money in the launch. J&J spent an estimated $40 million this spring to introduce Neutrogena Cosmetics, its latest major push in personal care.
"It's a pretty big commitment; you should expect we will be everywhere," said Tanya Berman, group product director for RoC in the U.S.
J&J officials said the company hopes to leverage RoC's heritage as one of the first hypoallergenic, professionally tested products in Europe.
The brand has been testing in Western states since October, and J&J executives said results have exceeded their expectations.
RoC is aimed both at L'Oreal's mass-market Plenitude brand and prestige lines available in department stores, such as Estee Lauder Co.'s Clinique. The products are priced from $8 to $18, which makes RoC much pricier than the leading moisturizer, Procter & Gamble Co.'s Oil of Olay, but roughly on par with