Deodorant brand Soft & Gentle is to make a foray into feminine hygiene for the first time with a collection of PH-balanced intimate wash and care products.
The 2 in 1 Shower & Shave Mousse (rsp: £3.99/200ml), Daily Shower Wash (£2.99/250ml) and Fragranced Spray (£2.99/150ml) are due to debut in Morrisons and independent pharmacies at the end of the month.
“Soft & Gentle have been developing delightful products exclusively for women since 1976,” a brand spokeswoman said. “The move into this category was very much born from listening to women and seeing where we could really add to their personal care routines. Our 2 in 1 Shower & Shave Mousse was very much born from understanding women’s wash and shave rituals.”
Rollout of the gynaecologist-approved and dermatologically tested range is being supported by mass sampling, digital advertising and press and blogger activity, with a larger-scale advertising push planned for later in the year.