RB to grow ‘mature’ adult body moisturiser market introducing new E45 Endless Moisture Derma Restore

RB will be supporting the launch of its new E45 Endless Moisture Derma Restore with an exciting £1m communications package. E45 is one of RB’s biggest brands and is the number one selling brand for dry skin in the UK. This new innovation meets a growing need for products designed specifically for mature skin, and is set to grow this category, creating even greater opportunities for retailers

The £1m support package was rolled out in May 2011. The communication strategy is designed to target women with mature skin across relevant beauty touch points and will include a high profile PR campaign, sampling, press advertising and dedicated online support to reach the fastest growing age group on line.

Over half of female consumers in the adult body moisturiser market are 45+. This is a time when skin changes and consumers have ‘new’ mature skin needs as well as more spending power than in previous years. However, there are currently few dedicated products in this growth area so E45 Endless Moisture Derma Restore is set to drive incremental growth in the category with an estimated value of £1.5m.

E45 Endless Moisture Derma Restore is the first product in the range formulated to deliver both short and long term benefits, ensuring softer more supple and glowing skin in just 3 weeks. In addition it offers

• Everyday 24hour hydration

• Long lasting skin improvement

In trials 80% of consumers agreed that Endless Moisture Derma Restore left their skin ‘velvety soft, smooth and supple’. 77% of consumers had softer skin in just 3 weeks. 75% of consumers had skin that was supple to the touch in just 3 weeks. Consumers also loved the long lasting moisturisation, convenience and fragrance  (Ref: Ipsos Marketing Test January 2010)

E45 Endless Moisture Derma Restore is available in 200ml packs RRP £4.59

Reckitt Benckiser has continued to invest significantly in the development of E45. Working closely with consumers it has developed a skincare range that offers the consumer a truly beneficial offering for everyday skin care, with the confidence and trust that comes with the E45 name.

For more information visit RB.COM