Sanex is planning to show shoppers that less can be more with its new range of bath and shower products.

The Sanex Zero% range, which includes three shower gels tailored to different skin types (rsp: £1.89) and a foam bath (rsp: £3.19), has a reduced number of chemical ingredients and contains no colourants, parabens, phthalates or phenoxyethanol.

"These are four things that consumers who care about the chemical content of products will be looking out for," said group brand manager Claire Holliday.