Johnson & Johnson names consumer health business

Kenvue will come to life through a compelling purpose and a timeless visual brand, the company said.
Sandra Levy
Senior Editor
kenvue teaser

Johnson & Johnson took another step forward in establishing two independent, market-leading companies with the announcement of Kenvue as the name for its planned new consumer health company.

The new corporate brand comes to life through a compelling purpose and a timeless visual brand, the company said.

Kenvue is inspired by two powerful ideas: “ken,” meaning knowledge, an English word primarily used in Scotland, and “vue,” referencing sight. With rich knowledge of human needs and deep consumer insights, the company will deliver meaningful, personal health solutions, according to Johnson & Johnson.

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“Unveiling the Kenvue brand is a defining moment for our stakeholders and an important part of the planned separation,” said Thibaut Mongon, CEO designate of Kenvue. “We breathe life into some of the world’s most iconic and beloved brands every day, so we harnessed that same expertise, love and energy into developing our new corporate identity.”

Kenvue’s purpose — Realize the Extraordinary Power of Everyday Care — will guide the company’s actions and long-term aspirations, from strategy to talent philosophy and other initiatives. 

“We believe that daily self-care rituals add up over time and have a profound cumulative impact on your well-being. This is the extraordinary power of everyday care,” Mongon said. “And our work is to put that power into the hands of consumers around the world.” 

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Along with the name and purpose, Kenvue’s visual identity represents the company’s timelessness while allowing space for its iconic brands to also have a home. The new logo centers on the “K” symbol, embodying the company’s strengths, while the geometry of the rectangle represents scientific precision and the round edges evoke the warmth of care, according to Johnson & Johnson.

The corporate name is depicted in a distinctive logotype in a rich green. This strong, distinctive color works in harmony with the multicolored palette of the company’s portfolio of well-known brands, the company said.

“Today’s announcement is another milestone for the consumer health business” said Joaquin Duato, CEO of Johnson & Johnson. “Kenvue is poised to thrive as a standalone company with a leading portfolio of brands consumers love and trust. I’m confident in this team and excited to see what the future holds.” 

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Kenvue will become a standalone leading global consumer health company in 2023, subject to legal requirements including consultation with works councils and employee representatives, as required, according to Johnson & Johnson.

In addition, the company will be home to such notable brands as Aveeno, Band-Aid Brand Adhesive Bandages, Listerine, Neutrogena and Tylenol. 

Usage of the new company logo and corporate brand identity will be effective upon completion of the planned separation. More information regarding Kenvue, including the company’s board of directors and financial transaction information, will be available at a later date.

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