P&G tests toiletries range Infasil for pan-Euro roll-out

Procter & Gamble has kicked off a test launch of its toiletries range, called Infasil, in the

Irish market and is considering a pan-European roll-out for the products.

The new brand includes skin cleansers, shampoos and deodorants and is positioned as a family range, rather than solely aimed at the female market,

like the majority of P&G’s toiletries brands.

It is marketed as a brand which is gentle on the skin, against Johnson & Johnson’s 5.5 range.

It is being backed in Ireland by a heavyweight advertising campaign through Grey. Promotional and advertising spend is said to total IR500,000 (526,315), which makes it one of the largest launches onto the Irish market.

Infasil is already available in Italy, but is aimed at babies and women, with products including baby bath lotion and moisturiser. The baby products are not available in Ireland.

P&G is also understood to be planning a 25m pan-European launch of US personal soap range, Safeguard, this summer through Saatchi & Saatchi.