Colgate is putting $10 million in marketing support, including TV ads from WPP Group's Y&R Advertising, New York, breaking in May, behind Lady Speed Stick Clean Glide, a white solid antipersperant that looks like a white stick deodorant but goes on clear like a gel.
Public relations, sampling, newspaper insert coupons, rebates and ethnic and in-store promotions are also part of the launch plan for the product, which ships to retailers Feb. 25.
Softsoap Naturals Moisturizing Body Wash aims to bring the natural ingredients of body washes found in department and specialty stores into mass channels. The new products are the U.S. version of Palmolive Naturals Milk Shower Gels found in Europe.
Softsoap Naturals ship to retailers later this month, to be backed by TV ads from Y&R starting in April, plus sampling, coupons, event marketing, Internet and ethnic promotions. Spending was not disclosed.
Unilever has gained share both in antiperspirants and body washes in recent years with its 2000 launches of Dove Nutrium body wash and Dove antiperspirants.