Palmolive is aiming to harness interest in alternative therapies by introducing a Tranquility variant to its Aromatherapy range of personal wash products.
The blend of sandalwood, rose and cedar essential oils will join the Anti-Stress and Energy variants, which were launched a year ago, on shelf at the beginning of next month.
Its arrival marks another example of manufacturers using alternative therapies in grocery categories.
Sainsbury's brought out aromatherapy washing up liquids last year, while Accantia Health and Beauty launched the homeopathy-based Equilibrium facial care collection in June 2002.
The new deep blue Tranquility products - a 250ml shower gel (rsp: £1.99) and a 500ml bath format (£2.49) - will benefit from the £4m Palmolive is spending on consumer PR, TV and outdoor advertising and sampling activity for the total range. Activity is aimed at raising awareness and encouraging trial among young women.