Andrew Jergens Company: Jergens. Science You Can Touch campaign
Mariko FujinakaOverview
The Andrew Jergens Company entered the 1990s ready to tackle the U.S. skin care industry. Purchased in 1988 by Kao Corporation, the number one household products marketer in Japan, Jergens underwent significant changes to enable the company to compete more effectively in the saturated and competitive $2 billion skin care market. A state-of-the-art research and development facility was built in 1991, and plans to create and launch new products at an accelerated speed were set in motion. Jergens' senior vice president of marketing, Tim Zimmerman, explained in...