Kenvue, a consumer health company that recently separated from Johnson & Johnson, is facing challenges in its Skin Health and Beauty segment.
Despite having well-known brands like Neutrogena and Aveeno, Kenvue has struggled with organic growth in this segment.
Activist investor Starboard Value has taken an interest in Kenvue and believes that a strong marketing strategy can improve revenue and margins.
Starboard has a successful track record in activist campaigns and aims to collaborate with Kenvue to address the challenges in the Skin Health and Beauty segment.
Kenvue's management has already started prioritizing marketing by increasing advertising spend and embracing social media and influencer marketing.
They are inspired by L'Oreal's success with CeraVe, which saw a significant increase in sales after implementing a focused digital marketing campaign.
Kenvue recognizes the need for improvement in the Skin Health and Beauty segment and is expected to adopt innovative marketing techniques with Starboard's guidance.
As Kenvue moves forward, there is pressure to improve performance in the Skin Health and Beauty segment.
Starboard's involvement is likely to accelerate this process by advocating for a marketing-centric approach.
The next few months will be crucial as Kenvue implements its marketing strategies and aims to create shareholder value and improve its market standing.
Starboard may consider nominating directors to preserve its rights and engage with management.