Bodyform is putting £2m behind a new scented range, Deo Fresh, which is set to hit shelves this week. The new range of towels and liners will retail for the same price as the standard Bodyform range and was developed in response to consumer research that suggested that scented products made women feel more confident.

“Through in-depth research we pride ourselves on being very in tune with the Bodyform target market,” said marketing manager Julia Kretova. “This is a major launch in the feminine hygiene category and marks the first of our forthcoming product innovations.”

A supporting TV ad campaign will run through October along with competitions, press and online ads, all under the strapline ‘Freshness is the New Confidence.’ A new website, www.ratemyconfidence.com, is also set for launch. The new range is available in all major retailers.