Reckitt Benckiser is hoping to grow the 'mature' adult body moisturiser market with an E45 brand extension.
E45 Endless Moisture Derma Restore (rsp £4.59/200ml), which is going into stores now, is designed to deliver short and long-term benefits, according to the brand owner.
"Over half of female consumers in the adult body moisturiser market are 45 plus," said Refik Oner, UK marketing director of health and personal care, adding that consumers have more spending power than in previous years.
"However, there are currently few dedicated products in this growth area, so E45 Endless Moisture Derma Restore is set to drive incremental growth in the category with an estimated value of £1.5m."
The product will be supported with a £1m marketing push including sampling, advertising and online support.
E45 Endless Moisture Derma Restore (rsp £4.59/200ml), which is going into stores now, is designed to deliver short and long-term benefits, according to the brand owner.
"Over half of female consumers in the adult body moisturiser market are 45 plus," said Refik Oner, UK marketing director of health and personal care, adding that consumers have more spending power than in previous years.
"However, there are currently few dedicated products in this growth area, so E45 Endless Moisture Derma Restore is set to drive incremental growth in the category with an estimated value of £1.5m."
The product will be supported with a £1m marketing push including sampling, advertising and online support.
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