Simple the Sensitive Skin Experts
Unilever is proud to introduce the UK’s number one facial skin care brand* to the US with the launch of Simple, the sensitive skin experts. The brand’s debut in the United States and Canada is marked by the unveiling of 13 facial skincare items, making it the only mass facial skin care line specifically for those with sensitive skin.
Simple is a brand with over 50 years of heritage in the UK. Fifty-eight percent of women have sensitive skin, and many who suffer from the condition are not satisfied with their skin care products. Irritants, harsh chemicals and fragrances found in many skincare products can contribute to skin sensitivities. Simple, suitable for all skin types, especially sensitive skin, understands that what is left out is equally as important as what is put in to the product. The line, including cleansers, moisturizers, eye care products and wipes, delivers effective, yet gentle, skincare with no dyes, artificial perfumes or harsh irritants that can upset the skin, just pure, skin-loving ingredients with added vitamins.
Simple is supporting the launch with a full marketing plan including TV, print, digital, PR and social media — to ensure a successful introduction and widen the offerings for women with sensitive skin. The brand, in collaboration with Arnold Worldwide, Mindshare, Siren Public Relations and Weber Shandwick, will assert its philosophy through a robust marketing campaign appealing to women in new and breakthrough ways.
“Simple will further strengthen Unilever’s skincare portfolio and fill a void that currently exists in the mass skincare market,” said Alison Clark, Brand Building Director, Unilever US, Skincare. “Sensitive skin is a concern for so many women, yet somehow an overlooked category within the industry. We are confident that American women will embrace Simple — this iconic UK brand with years of history, and we look forward to delivering on the promise of effective, yet gentle skincare for sensitive skin.”
New advertising for print, online and television will debut, featuring bold imagery of pink dye splashing against a pure, white rose to underscore the brand’s “absence of” philosophy. The redesigned website < www.simpleskincare.com >, featuring advice from experts, coupled with Facebook, Twitter and You Tube launches, will help build the brand’s community and inject Simple into the hearty online conversation around sensitive skin.
Simple is available at mass retailers, select drugstores and supermarkets nationwide starting February 2012 with a Suggested Retail Price of $5.99-$12.99. Visit www.simpleskincare.com for more information, including product details, skin health checks and tips from our expert advisor.
*SymphonyIRI Group UK Non Medicated Facial Skincare Units 52 w/e 10th September 2011 **Lieberman Research Worldwide, December 2010.
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