Lever Fabergé splashes out £26m on skincare and haircare overhaul

Lever Fabergé plans to spend more than £26m this year on revamping its UK skincare and haircare business.

Lever Fabergé plans to spend more than £26m this year on revamping its UK skincare and haircare business.

The £15m marketing and advertising support will include a £4.5m relaunch of Organics Vital, the haircare brand for ageing hair. A TV and press campaign by J Walter Thompson will reposition the range as a “revitalising brand” for 35to 64-year-olds.

The company plans to add a new fragrance to its Impulse bodyspray range – Moongrass – which will be supported by a £4m TV, press and poster campaign in February. The ads will be created by Bartle Bogle Hegarty (BBH). The recommended retail price for Moongrass will be £2.19.

Lever Fabergé’s Lynx grooming product will also launch a fragrance, Dimension, this month, supported by a press and poster campaign, as part of £9m to be spent on the Lynx range. BBH handles the brand.

Dimension body spray will cost £2.49 for 150ml, the aftershave £7.45 for 100ml and the revitalising shower gel £2.19 for 200ml.

The company is also launching a Dove haircare range this month, backed by a £14m marketing and advertising campaign. This will form part of £35m to be spent on Dove – Lever Fabergé’s “global master brand” (MW November 11, 2001).

Ogilvy & Mather handle the Dove business and media is bought through Initiative Media.

A new TV campaign for Dove Cream Bar is planned for this month.

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