Elida Fabergé to roll out unisex deodorant range

Elida Fabergé is launching a unisex deodorant-based range called Phisio Sport.

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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.

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