Johnson & Johnson gives £15m personal care launch to Lowe

Johnson & Johnson has handed Lowe the £15 million pan-European assignment to launch a new personal care range across Europe.

The agency pitched against other J&J roster shops for the business, which is worth £4 million in the UK. J&J's other key network is DDB, while Team Saatchi handles some UK brands.

The range, whose name remains a closely guarded secret, will include body lotions and shower gels and will target the adult market.

It is the first such collection to be created by J&J, and will put it in direct competition with brands such as Nivea, Dove and Olay.

Lowe already handles Johnson's Baby, Johnson's Ph5.5, Carefree and Piz Buin ranges on a pan-European basis.

The agency's most recent work was a TV ad for the Johnson's baby product Softwash, featuring the voice of the British actor Hugh Laurie.

Matthew Bull, the agency's London chief executive, said: "J&J is one of Lowe's most important network clients. We enjoy a great working relationship with them and this new assignment is a terrific endorsement of that."

The new campaign will incorporate TV and print work and is expected to break in the New Year.