Simple has added a high-tech Repair+ range to its Active Skin Barrier Care collection, in a bid to premiumise the skincare category in the mults.
The new Active Skin Barrier Care collection comprises Repair+ Cream Cleanser (rsp: £8.99/240ml), Repair+ 11% Pro-Ceramides & Omega Serum (rsp: £9.99/30ml) and Repair+ Rich Cream (rsp: £9.99/50ml). Each offered “a more efficacious formulation with a higher concentration of active ingredients compared to entry-tier products from Simple”, said the Unilever brand.
The three lines made use of “pioneering SkinTwin science to empower the skin’s natural repair processes, presenting a substantial opportunity for retailers to capitalise on growing consumer demand for efficacious and trusted skincare solutions”, Simple added.
SkinTwin is described as proprietary “skin-mimicking technology [that] works with your skin’s own biology, mirroring its natural repair processes for visibly healthier skin”.
Repair+ Cream Cleanser offers “a rich lather that gently removes impurities while maintaining your skin’s natural moisture balance”, Repair+ 11% Pro-Ceramides & Omega Serum promises “30% improvement in barrier strength, and Repair+ Rich Cream “provides intensive care to deeply hydrate and soothe the skin without leaving it feeling greasy or heavy”.
The launch of Active Skin Barrier Care Repair+ came in response to “the evolving consumer landscape, where shoppers are increasingly seeking advanced solutions which do not cause irritation”, Simple said. The range is available now from retailers including Boots, Superdrug, Tesco, Sainsbury’s and Asda.
It comes ahead of a major campaign by Simple from the end of January to April. With a social-first focus, it will position SkinTwin as “the ideal partner for individual skin needs”. Activity will also feature in-store sampling.
“We have invested a substantial shopper budget this year into enhancing the in-store experience,” said Katrina Hamill, shopper marketing manager of beauty & wellbeing at Unilever.
The fmcg giant’s focus was “on turning up at the fixture with innovative, educational PoS and regime-driving trays that encourage shoppers to explore and adopt additional steps in their skincare routine, such as serums” she added.
“This not only elevates the shopping experience but directly contributes to increased basket size and category value for our retail partners.”
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