Kenvue: Driving the sensitive skin category in Tesco by Kenvue

A presentation covering information about the sensitive skin category within Tesco and a category leading activation by Aveeno.Shoppers within the category are often confused and the Aveeno display aids shopper navigation and product selection. Shelf strips and on-shelf cubes were used to categorise the products into different skin types and messaging is focused on product claims and key benefits. The presentation covers the importance of education in this crowded category, retailer engagement and navigating the complex process through partnership with the brand, retailer, agency and suppliers. 

Originally presented by:

Anna Stevenson, Senior Shopper Project Manager, Kenvue and Magdalena Burke, Business Director, Indicia Worldwide at the POPAI Summer Seminar on the 11th July 2024.