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Beiersdorf revamped Basis line rolling out in January with $6 mil. ad/promo campaign.

This article was originally published in The Rose Sheet

Executive Summary

BEIERSDORF SUPPORTING REVAMPED BASIS SKIN CARE LINE WITH $6 MIL. AD/PROMO SPEND for 1997, the Germany-based company said. The existing cleansing and moisturizing Basis products will be phased out and replaced with a "simpler, easier" nine-SKU line-up that targets a younger consumer and moves away from the brand's "medical" theme, according to Beiersdorf. The retooled line will roll out to the mass market in January.
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