Elida Fabergé is launching a unisex deodorant-based range called Phisio Sport.
The range, scheduled to launch in June, will include deodorant, body spray, shampoo and shower gel products and could be supported by a 6m ad campaign. The new range will sit alongside Elida’s other main brands and Impulse.
A spokesman for Elida Fabergé says: “This is going to be our biggest activity this year. We have been working on it for the past three years, talking to 2,000 athletes.”
A source close to the company says it has yet to appoint an ad agency to handle the launch of the range. Elida employs a roster of agencies that includes Ammirati Puris Lintas, J Walter Thompson and Ogilvy & Mather. The source believes the ad spend will be similar to that for Impulse – about 6m a year.
It is believed the brand will have more of a niche positioning than sister label Lynx. Lynx unveiled its Apollo variation earlier this year and is spending 8.5m on its launch.
Elida Fabergé is considering the launch of a Dove-branded deodorant in the UK.