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Jergens

This article was originally published in The Rose Sheet

Executive Summary

Curel Ultra Protective Concentrated Antioxidant Moisturizer and Curel Soothing Hands join the five-SKU line-up in July. The SPF 15 antioxidant moisturizer "prevents daily damage from sun and elements" and "is proven to defend against free radicals," according to product labeling. Soothing Hands with chamomile "protects against moisture loss" from hand washing and increases moisture level throughout the day, Jergens claims. Both products are part of a TV ad campaign breaking in October and running through March. The spots are being designed by New York City-based Bozell. The tagline likely will remain "You can see the cure in Curel." An FSI for the new products will drop in November. Sampling will reach both consumers and dermatologists in the fall. Both products come in 3.5 oz. bottles and carry the same price as Nutrient Formula, which retails for $3.50...

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