J&J's new consumer health biz Kenvue files to become independent firm

 Johnson & Johnson’s new consumer health business known as Kenvue has filed to be a listed as an independent firm. The company will include brands such as Band Aid, Tylenol, Listerine, Neutrogena and Nicorette.

According to J&J, Kenvue’s brand purpose “will be clear and inspiring” and “realise the extraordinary power of everyday care”. “Kenvue will have a bright future thanks to an iconic portfolio of consumer brands that have delivered care, comfort and confidence for generations. With a passion for uncovering real solutions and a fierce dedication to helping others, Kenvue will put the power of care into the hands of people across the world—every generation, every season, every morning,” said the brand.

The Kenvue name was first announced in September 2022 by J&J, and it was said Kenvue (pronounced ken-view), 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, Kenvue will deliver meaningful, personal health solutions, explained J&J. Kenvue’s purpose will guide the company’s actions and long-term aspirations, from strategy to talent philosophy, said the firm.

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 – the geometry of the rectangle representing scientific precision and the round edges evoking the warmth of care. 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 move to become independent comes after J&J announced in late 2021 its intent to separate the Company’s Consumer Health business, creating a new publicly traded company. The planned separation would create two global leaders that are better positioned to deliver improved health outcomes for patients and consumers through innovation, pursue more targeted business strategies and accelerate growth, the company had then said.

Alex Gorsky, executive chairman of Johnson & Johnson had then said that the planned separation underscores the company’s focus on delivering industry-leading biopharmaceutical and medical device innovation and technology with the goal of bringing new solutions to market for patients and healthcare systems, while creating sustainable value for shareholders.

“We believe that the New Consumer Health Company would be a global leader across attractive and growing consumer health categories, and a streamlined and targeted corporate structure would provide it with the agility and flexibility to grow its iconic portfolio of brands and innovate new products,” he said.

The company has also long faced lawsuits over its talcum powder. The product has been at the center of thousands of lawsuits allegedly linking it to cancer. Last year the company also said it would halt the sales of the talc-based powder worldwide from 2023.