Feminine hygiene brand Lil-Lets is overhauling its product range in a bid to add value to the sanitary protection market and escape the promotion trap.
The brand is rolling out three new lines and revamping its existing range next month, backed by a £1m marketing campaign.
It is targeting the teen market with a range of smaller towels for nine to 14-year-olds (rsp: £1.59).
Its new Freshlock towels (rsp: £1.99) featured patent-pending technology that targeted and prevented odour at source without using harsh perfumes or chemicals, it added.
Both towel products are packed in drawstring bags with removable sleeves.
The third new line is a range of discreet compact applicator tampons (rsp: £2.39), which are individually wrapped in rustle-free packaging. They will come in packs carrying product information on a sleeve that can be removed to leave an unbranded tub.
The launches come in response to heavy discounting in the category, which has hampered growth.
The category has risen just 1.8% over the past year to £264m [SymphonyIRI 52w/e 11 June 2011], while the volume of sanitary protection products sold on deal in the supermarkets has risen 5.7% to 54%, with promotions on applicator tampons up 18% to 47%.
"Promotions are running at a higher rate than ever," said Lil-Lets chief executive Martin Frost, "so it was obvious we needed to stretch the brand and innovate."
Sales of Lil-Lets, which has traditionally focused on non-applicator products, have grown 0.1% to £21m over the past year, while sales of its compact applicator tampons fell 36% to £744,000 [SymphonyIRI 52w/e 11 June 2011].
Branding agency The Value Engineers said it was good to see a mainstream sanitary protection brands such as Lil-Lets innovate.
However, Mintel warned, it was vital that consumers did see new products as genuinely offering added value.
"It's likely women will only be persuaded to trade up and pay closer to full price if they can see some added benefit in product performance," said head of beauty and personal care research Michelle Strutton.
The brand is rolling out three new lines and revamping its existing range next month, backed by a £1m marketing campaign.
It is targeting the teen market with a range of smaller towels for nine to 14-year-olds (rsp: £1.59).
Its new Freshlock towels (rsp: £1.99) featured patent-pending technology that targeted and prevented odour at source without using harsh perfumes or chemicals, it added.
Both towel products are packed in drawstring bags with removable sleeves.
The third new line is a range of discreet compact applicator tampons (rsp: £2.39), which are individually wrapped in rustle-free packaging. They will come in packs carrying product information on a sleeve that can be removed to leave an unbranded tub.
The launches come in response to heavy discounting in the category, which has hampered growth.
The category has risen just 1.8% over the past year to £264m [SymphonyIRI 52w/e 11 June 2011], while the volume of sanitary protection products sold on deal in the supermarkets has risen 5.7% to 54%, with promotions on applicator tampons up 18% to 47%.
"Promotions are running at a higher rate than ever," said Lil-Lets chief executive Martin Frost, "so it was obvious we needed to stretch the brand and innovate."
Sales of Lil-Lets, which has traditionally focused on non-applicator products, have grown 0.1% to £21m over the past year, while sales of its compact applicator tampons fell 36% to £744,000 [SymphonyIRI 52w/e 11 June 2011].
Branding agency The Value Engineers said it was good to see a mainstream sanitary protection brands such as Lil-Lets innovate.
However, Mintel warned, it was vital that consumers did see new products as genuinely offering added value.
"It's likely women will only be persuaded to trade up and pay closer to full price if they can see some added benefit in product performance," said head of beauty and personal care research Michelle Strutton.
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