DCS Europe is targeting listings at the mults for its new Enliven Luxury range.
The health and beauty distributor has developed three variants of unisex liquid handwash and bath & shower gel (rsp: £1).
“We took inspiration from the most luxurious brand in personal care, Molton Brown,” the company said. “Imitation is the sincerest form of flattery.”
The new range includes “calming” cedarwood & patchouli and “invigorating” geranium & mountain pepper variants.
“The Luxury products are aimed at customers who want a product that looks great and complements the décor or image of the place of use, but are still concerned about value for money,” DCS said.
The products are made at the company’s Stratford-upon-Avon site and were launched with Enliven’s traditional wholesale and independent customer base in January.
“We have since realised that we have something special with our new range, which we hope will open the door for the brand with new accounts who have not listed Enliven previously,” said category manager David Hughes.
Iceland sells two Enliven body sprays and one nail polish remover but no major supermarket lists any products.
“Enliven Luxury is so much better than what we have done before we’re confident we’ll get some multiple listings,” Hughes said. “We’ll be knocking at the doors of all of them. We are also interested in gaining listings with any major retailer with a toiletries and household clientele.”
They will also be marketed to export customers of DCS in 60 countries.