Palmolive is bringing out Sensual, a fourth variant in its Aromatherapy bath and shower range, and is backing the newcomer with dedicated television advertising and marketing activity.
The new fragrance, which contains jasmine, rose and orchid extract essential oils, joins the brand's existing trio of Tranquility, Anti-Stress and Energy variants.
All four are formulated to moisturise and soften skin as well as create other moods' based on aromatherapy principles. Sensual's red transparent packaging is designed to complement its siblings' green, blue or purple signature livery.
Marketing support, which forms part of a £4m support package for the brand as a whole this year, aims to highlight the aromatherapy benefits. Its primary target is women aged 18 to 35.
A four-week poster campaign kicks off next month, while TV advertisements are scheduled for November.
One million sachets will be distributed in a sampling campaign that includes instore activity with Knickerbox lingerie outlets and attachments in women's magazine Red.
Samples are also available through the magazine's website while tie-ups with other women's titles are planned for later in the summer.

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