Kenvue

Marketing spend by year

Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.

What they told investors

“we increased our advertising budget to 10.6% of sales in 2024 compared to 8.7% in the prior year and pivoted to social media influencer-led campaigns, which helped us expand our reach and fuel stronger brand health”Thibaut Mongon · 2024 Q4 · transcript

“As a result of these actions, we were able to increase our total brand investment for the year by about 20%, a significant step toward our plan to reinvest more competitively in the growth of our brands.”Thibaut Mongon · 2024 Q4 · transcript

“And our brands will be supported by more competitive trade and marketing investments with stronger partnerships with celebrities, influencers, and healthcare professionals.”Thibaut Mongon · 2024 Q4 · transcript

“As we think holistically about our brand investment, we not only have brand marketing investments through advertising, but we are also making sure that our promotional spend in-store is competitive, and we're doing that primarily in the U.S. through trade investment and…”Paul Ruh · 2024 Q4 · transcript

“We're thinking about this push and pull marketing mix model, and we will be very thoughtful about the ROI of both our top and brand marketing investments.”Paul Ruh · 2024 Q4 · transcript

“For 2024, we are on track to invest approximately 20% more than we did last year through advertising, healthcare professional engagement, in-store prominence, and direct consumer engagement with an increasing focus on social media marketing, powered by analytics and AI.”Thibaut Mongon · 2024 Q3 · transcript

What the 10-K says about marketing

• investing in brand “We are a digital modern marketing company, and we collaborate with celebrities, influencers, and healthcare professionals to amplify brand awareness and product innovations.” 10-K, Feb 20, 2026

Peers