The newcomers include the brand’s first move into the hair lightening sector and a
Bladeless Razor Kit that owner Reckitt Benckiser claims is the fastest hair removal product on the market.
Rolling out next month, the kit comes in Aloe Vera and Floral Sensation variants and consists of a special formulation hair removal gel that, it is
claimed, works in three minutes, combined with a ‘razor’ that shaves off the gel and hair together. It retails at £6.99.
Marketing manager Carine Jansz said the aim was to grow the market by offering shavers a more convenient product.
The other hair removal newcomer is Express Roll On, a liquid wax in a ready-to-use format that does not need heating before use.
Due out in May and priced at £6.99, it can be used on legs and on the bikini area.
Meanwhile, new Hair Lightening Cream, which is priced at £5.49, can be used on the face as well as the body and heralds the brand’s move into a new segment.
Television advertising is set to break next month, followed by instore promotions and point of sale material.