Bas Vorsteveld is Area Managing Director for Northern Europe at Kenvue, the Consumer Health care company behind brands such as Johnson’s, Aveeno, Listerine and Neutrogena. He leads the business across the region, ensuring that trusted household names stay relevant for a new generation of shoppers.
In this episode, Bas joins us to discuss how consumer health brands can keep growing in categories where most people don’t yet treat, how to help shoppers find the right solution on shelf and online, and how to stand out when regulation limits what you can say.
Tune in to hear about:
- Why low penetration is the biggest growth opportunity
- How retailers and brands can bring clarity to a crowded shelf, and where retail media fits
- How sales and marketing capabilities are changing as shopper journeys get less linear
- How to balance science and credibility with influencers, creators and healthcare professionals
- What happens when a claim is the only thing you change, and why legislation makes it harder to stand out
- How an established portfolio stays fast on trends as small brands pop up on TikTok
- Why equity for women in the industry isn’t there yet, and what leaders can do as allies
