P&G tests new lotion in Ireland

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Procter & Gamble is testing a personal cleansing lotion called Infasil in Ireland. It is being positioned as a product for the family, rather than targeted to women only. P&G's marketing director for Ireland, Alexander Gradon, said marketing support for the brand will exceed all other P&G marketing efforts in Ireland. It will include an extensive house-to-house sampling program. P&G advertising in Ireland is shared by QMP/D'Arcy Masius Benton & Bowles and Saatchi & Saatchi, both Dublin.

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