After 14 years in China, Johnson & Johnson is increasingly shifting its resources to women's healthcare products.

"We will work more on developing women's health products in China, since we now have a leading position in the baby care and wound care sectors," says Edwin Yap Hawson, director of Johnson & Johnson China.

In late April, the company launched a new Stayfree sanitary napkin on the Chinese market, with packaging featuring a new butterfly design and the 2008 Olympics official sponsor logo.

Prior to the local market launch, the company conducted a qualitative investigation into menstrual health issues among 300 women in Beijing, Shanghai and Guangzhou. The study showed 80 per cent of women preferred sanitary pads that promised dryness. "It is critical for sanitary pads," says Jin Jiayu, a senior accoucheur at the Beijing Friendship Hospital.

The new product was sold on a trial basis from early April in select supermarkets such as Carrefour. "The new product is expected to give our women's health business a leg-up. We're shooting for double-digit growth and a leading position in the local market," says Hawson.

As a significant part of its new product development strategy, the company launched its fourth research and development (R&D) centre in Shanghai earlier this year. The centre will mainly focus on product innovation for Stayfree.

"We plan to produce the best health products for Chinese women. This is one of our biggest investments in 2006," says Hawson, declining to provide further details on the costs.

Johnson & Johnson China recently signed a sponsorship agreement with the National Rhythmic Gymnastics Teams. Stayfree will be its sole women's health product brand latter.

"This is the first step in sports marketing for us and Johnson & Johnson since it became the ninth official partner for the Beijing 2008 Olympics last July," says Hawson. "We will continue to communicate with Chinese consumers and provide innovative products. We also need to create an emotional connection with our customers by maximizing the opportunities associated with the Olympics. Stayfree products and rhythmic gymnastics share two things in common: the persistent pursuit of health and beauty and a drive to challenge and innovate."

The company is a good match for the Olympics marketing programme, comments Li Hong, general manager of client servicing and operations under the International Olympic Committee.

Johnson & Johnson China also produces wound care, baby care and skincare products. Its Band Aid bandages and baby care products have been developing steadily. Last year, the company's sales and profits increased by double digits.

"We expect steady growth," Hawson says.

(China Daily 05/08/2006 page2)