Unilever is relaunching its Impulse female body spray range this week - with a more explicit focus on romance.
The company has revamped the packaging by introducing lighter colours and a collage heart to "reinforce the brand's association with romance". It has also added a new Romantic Spark variant to the range.
Unilever senior category manager Duncan Ramsay said the redesign - which will be backed by a £3m marketing push beginning with a TV advert in May - would reinvigorate the female body spray market.
"The relaunched range features a more modern, contemporary design to ensure strong shelf stand-out," he said. "Combined with the new fragrance, it will drive total category growth."
Last year, Impulse increased its share of the female body spray market by 2.8 points to 53% by value [IRI 52w/e 27 Dec 2008].
The company has revamped the packaging by introducing lighter colours and a collage heart to "reinforce the brand's association with romance". It has also added a new Romantic Spark variant to the range.
Unilever senior category manager Duncan Ramsay said the redesign - which will be backed by a £3m marketing push beginning with a TV advert in May - would reinvigorate the female body spray market.
"The relaunched range features a more modern, contemporary design to ensure strong shelf stand-out," he said. "Combined with the new fragrance, it will drive total category growth."
Last year, Impulse increased its share of the female body spray market by 2.8 points to 53% by value [IRI 52w/e 27 Dec 2008].
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