Connecting  With Consumers Online Protecting Skin 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 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.  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.”  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. 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. 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 .  15 JOHNSON & JOHNSON 2010 ANNUAL REPORT WEARING SUN PROTECTION 