The renaming is intended to attract new users to the brand by emphasising its moisturising credentials. It also aims to drive category growth.
Dry Skin Lotion is already the UK’s number one moisturiser, according to IRI volume sales for the year to June.
The rebranding will be supported by TV, press, PR and in-store activity. The TV work will build on the brand’s ‘Take Good Care’ campaign through McCann-Erickson, with media through Initiative Media. It kicks off at the start of September.
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