Unilever is backing its latest Simple skincare NPD with a £4m push.

The multimedia “educational” campaign for Simple Kind to Skin Micellar Cleansing water, which was rolled out at the beginning of this month (rsp: £4.49/200ml), kicks off at the end of March with a TV push alongside press and online activity.

Pitched as a ”premium product”, the newcomer is a “triple-purified” vitamin-enriched water launched to encourage shoppers to trade up, said brand manager Philippa Bealey.