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Personal care giant Lever Faberge is to launch a high-profile TV

and press campaign for its moisturising lotion brand Vaseline Intensive

Care Dermacare, in a bid to increase its share of the £133m hand

and body lotion sector.

The TV and press campaign, through McCann-Erickson, is worth more than

£1m and kicks off at the end of the month. It aims to demonstrate

the differences between Dermacare and standard dry skin formulas, by

showing that Dermacare is suitable for sensitive skin.

According to Lever Faberge, the hand and body lotion sector has

increased in value by 9.6% to £133m over the past year. Lever

Faberge owned 21.3% of the hand and body lotion market as at October

2001. Within this figure the Vaseline brand accounts for 16%.

Separately, Lever Faberge has revealed its brand strategy for its new

Lynx fragrance Dimension, which it will support with a £9m adspend

including poster and TV ads. Ads, by Bartle Bogle Hegarty will be based

on the theme 'Find another Dimension'.