Dewhirst targets over-25 women with own skincare brand

Dewhirst Toiletries, the manufacturer of own-brand toiletries for Boots, Superdrug and Marks & Spencer, is to launch its first consumer brand, Tian Shen.

The company will roll out the skincare range targeting women aged 25 years and above through Boots outlets in September. Tian Shen means “face from heaven”.

The range includes cleanser, toner and anti-ageing cream. The cleanser will have a retail price of about &£15, higher than mass-market ranges such as Nivea, but lower than prestige skincare brands such as Clarins and Chanel’s Precision. However, a spokeswoman says Tian Shen is aimed at the mass-market.

An ad campaign concentrating on the natural ingredients used in Tian Shen products, such as liquorice, will break in women’s glossy magazines in September and an outdoor campaign will follow.

McCann-Erickson offshoot agency SBW is handling the account.

Dewhirst has hired former L’Oréal and Helena Rubenstein marketer Karin Rassel to develop Tian Shen. Rassel joined Dewhirst last month as brands manager.

The company has not ruled out developing further skin, hair and body care ranges under its own brand. In 1998 Dewhirst manufactured the Secret Weapon skin and bodycare range for Superdrug aimed at young women.

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