Luxurious and varied products lure the upscale consumer

Drug Store News,  Nov 15, 1993  

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Calgon

Benckeiser has restaged the Calgon line of bath and shower products to broaden its base to younger consumers. The four liquid SKUs in the eight-SKU line will be repackaged in the first quarter of 1994 in 100 percent recyclable bottles with a toggle closure.

Packaging is upscale and contemporary. Fragrances have also been improved and a new Cool Breeze scent has been added.

The new closure makes shower use easier -- a move that places Calgon firmly in the shower market -- the fastest growing bath care segment. Rebate tear pards, a print ad campaign and other product introductions will follow in late '93 and early '94.

Dove

Dove remains the leading bar soap in dollar share and the No. 1 complexion bar in both volume and dollar share. The brand has the highest household penetration in the personal wash category, at 22 percent. No other major cleansing bar offers drug store chains the profit opportunity of Dove.

The cleansing bar's formula, available in both bar and liquid formulations, contains moisturizing cream and mild cleansing agents and is pH neutral. That formulation has gained Dove the spot as the No. 1 dermatologist-recommended cleansing bar.

Lever 2000

Lever 2000 has set a new benchmark of excellence for deodorant soaps. It contains an antibacterial agent that not only kills germs, but also helps keep them from coming back. It's mild enough for children, and it provides all-day deodorant protection.

The formula has made Lever 2000 an ideal soap for the entire family. Since its introduction, it has risen to the No. 2 position in the personal wash catewgory, with a 21 percent household penetration.

Freeman Beautiful Bath

Six new SKUs have been added to the Freeman Beautiful Bath line. They combine botanical extracts with the latest scientific technology, and are packaged in Freeman's colorful signature tubes and bottles.

The new treatments include: Peach Tree and Coconut Bath Foam, Sea Salts and Algae Energizing Sea Soak, Sesame Oil Body Massage Moisturizer, Cherimoya and Cactus Organic Body Mud, Apricot and Orange Flower Body Oil, and Hazelnut and Sweet Almond Body Oil.

The line will be supported with television, radio and print ads. Retailers will be offered floorstands for displaying the entire line.

Sarah Michaels

The Sarah Michaels line of bath products has become the No. 1 selling bath brand in the country.

The varied price points make the line accessible to a broad range of consumers, while the upscale packaging gives the line a decidedly upscale look.

Sarah Michaels has gotten high marks from retailers for flexible fixturing that can be adapted to a number of formats and for a constant flow of merchandising and signing ideas.

The brand's gift sets, which are an alternative to fragrance for gift giving, have had 94 to 98 percent sell-throughs.

Dermasil

Chesebrough-Pond's Dermasil line for therapeutic skin products is specifically intended for those with specific dry skin problems. Market demand is indicated in studies where nearly 14 percent of women interviewed considered their skin to be dry but said they had found no effective product solution at the mass level.

Dermasil products, available in lotion, cream and concentrated spot treatment forms, is packaged in distinctive white and blue graphics. The line will be supported by $10 million in advertising.

COPYRIGHT 1993 Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.
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