Colgate-Palmolive Moves Softsoap Into Aromatherapy Niche
This article was originally published in The Rose Sheet
Executive Summary
Colgate-Palmolive's Softsoap will be supported with a new TV and print ad campaign to support the brand's entrance into the U.S. aromatherapy category in September, the company said
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Colgate-Palmolive's Softsoap will be supported with a new TV and print ad campaign to support the brand's entrance into the U.S. aromatherapy category in September, the company said. Targeting women ages 18-49, ads for Softsoap Aromatherapy body wash and liquid hand soap are slated to break in January, according to Colgate. The ad campaign is being developed by Young & Rubicam. Colgate also plans to promote the launch with sampling, high-value FSIs, Internet programs and in-store promotions, the firm added. The aromatherapy extensions follow the launch of aromatherapy cleansing products under the brand in Europe last year. In the U.S., Colgate expanded the Softsoap line with Softsoap Naturals and Softsoap Vitamins in January and June 2001, respectively (1 (Also see "Marketing In Brief" - HBW Insight, 28 Jan, 2002.), Marketing In Brief and 2 (Also see "Colgate Softsoap Vitamins To Boost Personal Care Sales In Second Half" - HBW Insight, 30 Jul, 2001.), p. 5). Colgate developed the extensions in response to "consumer demand for an aromatherapy experience," the company said. The firm is hoping to capitalize on the strength of the aromatherapy trend in the department and specialty store market by bringing "sensorial and therapeutic" products to the mass market, the company stated. Consumers "are demanding products that do more than cleanse and moisturize," Colgate said. "They are demanding products that indulge and relax." Softsoap Aromatherapy products will be available in two variants - Anti-Stress and Energy. The purple Anti-Stress formula, which is made with essential oils of lavender, ylang ylang and patchouli, offers "relaxing and soothing qualities," the company claims. The green Energy formula is made with mandarin and ginger essential oils, as well as green tea extract. Energy offers "revitalizing and stimulating" benefits, according to Colgate. The Softsoap Aromatherapy line will provide consumers with an alternative to the more expensive aromatherapy products available in department and specialty stores, the company said, noting consumers currently are spending between $9 and $25 on premium products. The Softsoap body washes will retail at $3.99 for 10 oz., while the liquid hand soaps will cost $1.99 for a 7.5 oz. pump bottle. Packaged in clear plastic bottles topped with green or purple caps, packaging features a backdrop design highlighting plants and flowers. Colgate also is introducing a new children's product under the Softsoap brand in September. Foam Works is a foaming hand soap targeting children ages two to 10, the company said. Foam Works soap transforms into a "bright, colorful foam" when it is pumped out of the bottle, offering children a fun experience while they wash, the firm claims. The soap is packaged in a curved "snowman"-shaped bottle, easy for kids to grip, Colgate said. "Eye-catching" 360-degree labeling and colorful graphics decorate the bottle. Available in fruit fragrances Berry Cherry and Happy Apple, Softsoap Foam Works will retail at $2.99. Addressing prospects for the product, Colgate pointed out "body cleansing products targeted to kids are growing at a faster rate than other products in the category." The children's liquid hand soap category increased 66% in 2001 compared to 5% for the rest of the category, the company noted, citing A.C. Nielsen data. Also targeted to children, Colgate 2in1 Kids bubble gum flavor liquid toothpaste will debut in September. Designed to make brushing more fun for children, 2in1 Kids also combines toothpaste and mouthwash into one formula. Colgate introduced an adult 2in1 toothpaste and mouthwash in 2000 (3 (Also see "Colgate 2in1 Toothpaste/Mouthwash Combo Opens New Oral Care Category" - HBW Insight, 17 Jul, 2000.), p. 9). "There is a huge opportunity for a kid's 2in1 toothpaste," the company said. "Mothers are always looking for fun new products that will get their kids to brush longer." The bright pink liquid gel is packaged in a clear plastic, stand-up container with an easy flip-top cap, according to the firm. The children's toothpaste will retail for $2.99. |