Gift Apapong Samabhandhu, China head of Kenvue, Johnson & Johnson’s consumer health subsidiary, said Kenvue is increasing its presence in the Chinese market, combining scientific expertise with localization strategies to strengthen its market position.
Kenvue’s product portfolio includes Listerine, Band-Aid, Johnson’s Baby, and Neutrogena.
Samabandhu highlighted the untapped potential of China’s oral care market at the FDI World Dental Congress in Shanghai.
Currently, mouthwash penetration in China is approximately 15%, compared to over 50% in the United States. “Chinese consumers’ health awareness and purchasing power are growing rapidly,” she said.
While Listerine’s market share was projected to be 29.9% in 2022, local brands like CanBan and e-commerce-focused companies like BOP and OralShark are rapidly gaining ground, particularly in the online market.
Market research firm Euromonitor International predicts that the mouthwash market will continue to grow, reaching RMB 3.5 billion (US$497.3 million), with a compound annual growth rate of 25.3% from 2017 to 2022.
Jianwei is learning from the success of local brands, leveraging social media platforms like Douyin and collaborating with influencers to reach a younger audience.
Listerine recently partnered with Olympic swimmer Wang Shun as a brand ambassador, emphasizing self-discipline and daily healthy habits.
The company is also expanding into high-growth channels such as instant retail platforms Meituan and Ele.me, membership-based retailers Sam’s Club, and in-store “Oral Care Centers” to enhance the shopping experience.
A localized supply chain leveraging big data and smart manufacturing allows for rapid adjustments to production to meet real-time market demand.
Beyond oral care, Jianwei is actively supporting China’s “Healthy China 2030” strategy by promoting public awareness of the “three-step oral care” approach: brushing, flossing, and rinsing.
The “Rethink Mouthwash” campaign, launched at the FDI 2025 Conference, positions mouthwash as an essential component of daily oral hygiene.
Samabhandhu emphasized Jianwei’s broader mission: to integrate the scientific management of minor ailments into daily life and encourage preventative health habits.
Jianwei’s diverse product portfolio—including Aveeno, Johnson & Johnson Baby, Tylenol, Renocort, Daktarin, Dabao, and Motrin—reflects its ambition to become China’s comprehensive health partner.
Analysts note that Jianwei’s ability to balance its global scientific credibility with local digital marketing and consumer insights will be crucial to its long-term success in the world’s largest and most complex consumer market.
