Johnson & Johnson

Johnson & Johnson

Improving long-lasting wet adhesion


Reversible wet adhesion can drive new benefits in personal care products, but finding a suitable material is extremely challenging. J&J, a major producer of personal-care products, asked Innovia to suggest innovative ways to enable long-lasting, but non-permanent wet adhesion.


Different problems in wet adhesion arise depending on what is being stuck, the substrate, and the environmental factors during initial application and long-term adhesion. Innovia and J&J selected a subset of key challenges in wet adhesion that applied closely to J&J’s products. We then concentrated our scientific analysis and creative exploration on solutions to overcome the challenges.


As a result, J&J has a portfolio of approaches to improve wet adhesion in many of its products, that will ultimately deliver new and valuable consumer benefits.