Henkel puts new 2 in 1 kids toothpaste on air

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PARIS -- Henkel is launching in France, a toothpaste and mouth rice for 3 to 10 year old children. This is the first 2 in 1 oral care product aimed at kids in this market.

"We are very interested in the kids market," says Frederic Collet, tooth product manager at Henkel. "When a market is developing twice as fast in volumes as the adult market, you have to be art of it."

A TV campaign handled by FCA/BMZ will run in conjunction with a promotional offer that will be merchanidised in displays in the shape of different animals, depending on the retailer.

Tera-xyl 2 in 1 Junior has been recently launched in a few other European countries, but this is the first time the product will be advertised and France is the market where investment will be heaviest.

Henkel will definitely launch more children's products: it needs to catch up with rivals such as Colgate and Elida Faberg, who have already begun making inroads into this sector.

Copyright December 1996, Crain Communications Inc.

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