(Yicai) Sept. 15 -- Kenvue, the owner of brands such as Listerine, Band-Aid, Johnson’s Baby, and Neutrogena, will maintain its science-based approach and adapt to changes in China to defend its position in the increasingly competitive market, according to the local chief of the consumer health spinoff from Johnson & Johnson.

Despite relatively low market penetration for general mouthwash products, the company sees significant opportunity, Gift Arpaporn Samabhandhu, president of Kenvue China, told Yicai during the latest FDI World Dental Congress in Shanghai.

“We believe that the oral health market in China has enormous potential,” Samabhandhu said, citing growing health consciousness and economic strength among Chinese consumers.

However, the landscape is changing rapidly. “The rapid development of local consumer brands here in China is very impressive and has inspired us in many ways. Brands need to integrate into the daily conversations and cultural background of Chinese consumers, creating stronger resonance and connection.”

The oral care market is a clear example of this dynamic. Kenvue’s flagship brand Listerine remained the market leader with a 29.9 percent share in China in 2022, according to market research firm Euromonitor International.

However, domestic oral health brands like CanBan and online-focused players like BOP and OralShark are rapidly gaining ground, particularly on e-commerce platforms.

In addition, the penetration rate of mouthwash in Chinese households is about 15 percent -- a stark contrast to the over 50 percent rate in the United States, according to data cited by Kenvue.

Euromonitor predicts the mouthwash market will enter a steady growth period from this year to next, following a 25.3 percent compound annual growth rate from 2017 to 2022, which expanded the market to a scale of CNY3.5 billion (USD497.3 million).

Social Media Lessons

Local players have provided valuable lessons to foreign brands, especially regarding social media platforms like Douyin, the short-video platform known as TikTok abroad.

“They [local brands] have very successful experience using social media and influencers,” Portia Chen, Kenvue’s vice president of commercial in China, told Yicai during the same event. “We are learning how to communicate with young consumers and how to engage with influencers effectively.”

To connect with younger demographics, Listerine has partnered with Olympic swimmer Wang Shun as a brand ambassador, emphasizing discipline and health-conscious routines.

The American company is also expanding into high-growth channels such as instant retail platforms Meituan and Ele.me, as well as the members-only retail brand Sam’s Club, to enhance consumer accessibility. Additionally, Kenvue is creating in-store “oral care centers” to improve the shopping experience.

Kenvue has also leveraged Big Data and smart production technologies to accelerate its localized supply chain, enabling Listerine’s production planning to adjust swiftly and flexibly based on real-time market demand.

A Broader Health Strategy

Beyond oral care, Kenvue is aligning its strategy with the government’s Healthy China 2030 initiative, a national plan to increase life expectancy, improve access to healthcare, and promote innovation.

The company is collaborating with organizations such as the China Oral Health Foundation and the China Association of Health Promotion and Education to educate the public on the “three-step oral care” routine: brushing, flossing, and using mouthwash.

At the 2025 FDI World Dental Congress, Listerine elaborated on its campaign of  “Re-evaluate Rinse” campaign, partnering with global experts to reposition mouthwash as an essential part of daily oral hygiene.

The move is part of Kenvue’s broader push to become a holistic health partner. Beyond Listerine, the company’s portfolio includes well-known brands such as Aveeno, Johnson’s Baby, Tylenol, Rhinocort, Daktarin, Dabao and Motrin, spanning self-care, skin health, beauty, and essential health categories.

“We aim to use oral health as a starting point, integrating scientific management of minor ailments into the daily lives of Chinese consumers,” said Samabhandhu. “This approach will foster a prevention-first practice that integrates treatment, empowering everyone to become the first person responsible for their own health,” she added.

China -- one of the world’s largest and most complex consumer markets -- is redefining traditional brand advantages and sales channels. Analysts note that whether Kenvue can balance its global scientific credibility with localized digital marketing and consumer insights will likely determine its future success.

Editor: Emmi Laine