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Lever Brothers

This article was originally published in The Rose Sheet

Executive Summary

Caress Moisturizing Body Wash is bowing in June. The pH-neutral product is "mild enough for the most sensitive areas of the face and body and can be used for shaving," the Unilever subsidiary states. The body wash has a "feminine, floral fragrance" and a "silky, moisturizing lather," according to the firm. The product will be available in an 8 oz. bottle and a "starter kit" of a 2 oz. tube of the body wash and an exfoliating "body pouf." The full-size product carries a suggested retail price of $3.99, and the kit, which contains a 50[cents]-off coupon for the 8 oz. product, is $2.99 suggested retail. Lever Brothers is supporting the launch with a multi-million dollar TV and print ad campaign breaking in mid-July. The ads, developed by BBDO, New York, are tagged "It's as if your skin has turned to silk." Lever Brothers also will promote the product with an FSI this summer reaching 50 mil. households and samples reaching 20 mil. households
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