Unilever launches premium pore strip in Germany

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DUESSELDORF -- Unilever's Elizabeth Arden is launching in Germany its pore cleansing adhesive brand for removing blackheads. Pore strips have quickly become a $100 million business in the U.S. and Elizabeth Arden hopes to transplant its brand to Europe with its Visible Difference Pore-Fix C strips.

The pore strips category was pioneered in the U.S. by the Biore Pore Perfect brand from Andrew Jergens Co., a division of Japan's Kao. Unilever also has a mass market brand in the U.S. called Pond's Clear Pore Strips, but in April launched Visible Difference Pore-Fix C strips as an upmarket brand that not only cleans but treats the skin with vitamin C.

The German launch is supported by a TV and print campaign supplied by Elizabeth Arden N.Y. Germany's Beiersdorf of Hamburg has already launched Nivea Visage Kao Biore Clear Up Strips, which are in a lower price range than Elizabeth Arden.

Copyright July 1998, Crain Communications Inc.

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