Launched: July 2009
Sensodyne is seeking to add value to the increasingly commoditised mouthwash category with its latest launch. Sensodyne is tapping into current fears over enamel erosion, to make this premium product stand out from the competition.
Pronamel Daily Mouthwash is formulated to help protect against acid erosion, which is caused by acidic foods and particularly drinks such as fruit juice, colas and wine. It helps protect against tooth decay and re-harden tooth enamel. It has an rsp of £3.59 for 250ml.
Olay Definitycolour enhancer
Launched: February 2010
In February, Olay added the Definity Colour Enhancer to its anti-ageing Definity range. The product, which has an rsp of £26.99, combines a moisturiser, anti-ageing serum and foundation in one product, to help give a more even skin tone and reduce the appearance of fine lines and wrinkles. It comes in three shades; fair, medium and dark, and has an SPF of 15.
The product went on sale in the US in late 2008 and quickly became the fastest selling product in the Definity range. In the UK, it is initially exclusive to Boots.
Nivea Calm & Care
Launched: January 2010
Nivea is bringing together its expertise in skin creams and its portfolio of deodorants with the launch of Calm & Care, a deodorant that also contains ingredients to sooth skin that has been irritated by shaving. Nivea Calm & Care deodorant contains witch hazel extract, which is known for its soothing properties.
The formula also contains ProVitamin B5, which can play an important role in the formation of new skin cells and is commonly used in moisturising lotions. Calm & Care is available as an aerosol and roll-on and has an rsp of £1.99 for a 150ml roll-on.
Vaseline Sheer Infusion range
Launched: February 2010 Unilever has unveiled its latest and most premium addition to the Vaseline brand with the launch of Vaseline Sheer Infusion. Sheer Infusion promises superior moisturising due to its patented Stratys-3 technology that allows the formula to penetrate deeper into the skin.
The launch is being supported by a £2m marketing campaign, including TV, digital and point-of-sale. The range comes in three varieties: Botanical Blend, Vitamin Burst and Mineral Renewal (rsp: £4.99 for a 200ml bottle).
Focus On Personal Care