Report: J&J brings top French body wash to U.S. with digital-first marketing

Johnson & Johnson is bringing the body wash Le Petit Marseillais — a big player in France — to the United States, according to a recent report by Ad Age. The body wash has full distribution at Walmart, and will be J&J’s first beauty launch in the United States. 

 

The 17-item line is set to hit Walmart shelves on March 16, following its January U.S. launch that began with five body washes that the company promoted through scented magazine ads, digital and social media campaigns. 

 

"We're not following the traditional launch model using TV," J&J Consumer worldwide chairman Jorge Mesquita reportedly told the Consumer Analyst Group of New York conference in February. "We're creating a grassroots movement for LPM by using digital media as our primary source."