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Jergens enters higher-priced facial skin care market with Biore launch.

This article was originally published in The Rose Sheet

Executive Summary

ANDREW JERGENS BIORE REPRESENTS ENTREE TO HIGHER-PRICED FACIAL SKIN CARE FIELD for the Kao subsidiary. The five-SKU line, which bows in May, is targeted to women who "no longer have acne, but aren't ready to start defending their skin against wrinkles and the signs of aging," Jergens said. Biore will give the company, whose Jergens body lotions cost around $3.50 for a 10 oz. bottle, the higher-price points of the facial skin care category: a 4 oz. Biore moisturizer is priced at $8.99.

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Bioré Skin Care Brand Gets A Facelift

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Marketing In Brief

Bioré: Beyond Smooth Daily Moisturizer for face combines moisturizer plus shave minimizing benefits, Andrew Jergens says. Item contains ginger root extract, which "makes hair softer, finer and less noticeable," firm claims. Product will bow in food, drug and mass outlets in March and will retail in 4 oz. bottle for $6.99. Positioning is similar to that used in Jergens Naturally Smooth Shave Minimizing Moisturizer, which debuted last year (1"The Rose Sheet" May 21, 2001, p. 11). Beyond Smooth is first Bioré product to feature new packaging, which will be color-coded with blue, purple, pink and aqua to identify skin types. Packaging will communicate product benefits and feature larger logo, firm says. Bioré's previous packaging has remained unchanged since line launched in 1997 (2"The Rose Sheet" March 17, 1997, p. 3)...

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