曾是日本第一的医学美容品牌沦为弃子？

Core Viewpoint - Kenvue is undergoing significant challenges in its transformation post-separation from Johnson & Johnson, including potential brand divestitures to streamline operations and focus on core brands [1][13][21] Brand Divestiture - Kenvue is considering selling several brands, including Dr.Ci:Labo, Neostrata, Maui Moisture, Bebe, and Clean & Clear, while retaining core brands like Neutrogena and Aveeno [1][13] - The brands under consideration for sale generate an estimated annual revenue of over $500 million, accounting for approximately 3.3% of Kenvue's projected total revenue of $15.455 billion for 2024 [1][18] Market Impact - Following the news of potential brand sales, Kenvue's stock price fell by 2.68%, indicating investor concerns regarding the impact of these divestitures on future growth and overall business strategy [2][18] Brand Performance - The brands targeted for sale include those with established market presence, such as Dr.Ci:Labo, which was once the leading skincare brand in Japan but has seen a decline in visibility and sales [2][9] - Neostrata, known as the "pioneer of glycolic acid," has faced regulatory challenges in China, further complicating its market position [9][18] Financial Performance - Kenvue's Skin Health and Beauty division reported a 1.9% organic sales decline for 2024, with a continuous downward trend observed over five consecutive quarters [13][18] - Overall, Kenvue's sales for 2024 are projected at $15.455 billion, with a slight year-on-year increase of 0.1%, but net profit is expected to plummet by 38% to $1.03 billion [18][21] Strategic Shift - The divestiture of brands is part of Kenvue's broader strategy to optimize its product portfolio and focus on core brands, a trend seen across the beauty industry as companies respond to slowing growth and rising costs [13][21]