Johnson & Johnson is fighting stretch marks with the latest addition to its body care portfolio.

Skin Perfecting Oil, which is rolling out now across the trade, comes in a 100ml bottle or 150ml spray (rsp: £9.99 and £14.99 respectively).

Aimed at mums with stretch marks following childbirth, the range had been clinically proven to make skin more supple and to reduce the appearance of stretch marks in just four weeks, the company said.

“We are moving into the stretch marks category for the first time but are staying true to Johnson’s equity and harnessing the trust the brand has built with new mums,” said brand manager Hana Purchase.

Johnsons is supporting the newcomer with the £1.3m Hello Me campaign that includes press, online and in-store activity.