According to brand owner Accantia Health & Beauty, its new eight-strong Simply Baby hypo-allergenic range fills a gap in the market for a perfume-free
and colour-free mainstream baby care brand, while its new trio of body moisturisers offers greater choice for consumers with sensitive skin.
The baby lines, which comprise wipes, oil gel, wash, shampoo, bath soak, lotion and talc, retail from £2.69, and will get support from a media spend of just under £1m. Aimed primarily at first-time mothers, particularly in the 25 to 44 age group, activity is set to include sampling, press advertising and a website offering advice and product information.
The Simple body products - a light Hydrating Body Moisturiser, a Nourishing Body Cream for intensive moisturising, and a Revitalising Body Lotion promising to invigorate skin -- come in 300ml sizes and retail at £3.99. “Our point of difference is to offer those who suffer from sensitive skin a touch of indulgence and pampering,” said a spokeswoman.
The company is also adding a 40ml stick product to its anti-perspirant range and a Pore Refining Cleansing Wipes line to its Simple Regeneration age-resisting collection.
All the brand’s products are dermatologically approved, free from perfumes and colour.