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Marketing in Brief: Fa toiletry products

This article was originally published in The Rose Sheet

Executive Summary

Fa toiletry products: Dusseldorf, Germany-based Henkel adding Marine scent to its deodorant, shower gel and soap lines, according to the company's U.S. distributor Cosmetic Imports International. Fa Marine is a "floral slightly fruity fragrance with a gentle and delicate fresh character," the distributor states. Henkel also has reformulated its shower gels to contain "Hydro-Balance System," which has "special moisturizing agents to protect the skin against dehydration," Cosmetic Imports says. The new packaging for the line, which also includes foam baths, is recyclable. Henkel is supporting the Fa line with a national ad campaign that includes print ads in women's publications and TV spots airing on cable channels. Available at mass retailers including Walgreens, Target, Long's and CVS, prices range from $1.19 oz. for the 2.8 oz. soap bar to between $8.95 and $10.95 for the 10.1 oz. foam bath...
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